To create Apple TV’s new branding, a group from the worldwide company TBWAMedia Arts Lab (MAL) gathered in a studio with a blacked-out stage, a large glass model of the Apple TV brand, and a bevy of colourful studio lights.
Utilizing simply sensible results, they created a brand new animated brand for the model that may roll out originally of Apple TV’s exhibits and movies, on its app, and in advertising campaigns over the approaching months.
Apple TV+ turns into Apple TV
Apple TV’s up to date branding, which features a recent static brand and two animated mnemonics, comes lower than a month after the corporate introduced that it could be altering its identify from “Apple TV+” to only “Apple TV.”
[Images: Apple]
The identify change may appear refined, however for Apple, it alerts the corporate’s perception that customers know and belief its streaming service. In an October interview with Quick Firm, Richard Swain, associate on the international model company Additional, mentioned dropping the “Plus” was, at its core, “a present of confidence from Apple.”
Now, the corporate is backing that up with new Apple TV branding that pays homage to Apple’s design historical past—each by referencing one of many firm’s most iconic logos and by relying purely on sensible results, echoing Apple’s legacy of meticulous craft in its product design.
The earlier iteration of the mnemonic for Apple TV+ [Image: Apple]
For Apple TV’s new period, MAL—which is a bespoke company that companions solely with Apple—had a frightening process. It needed to reimagine the model from the bottom up, creating a visible id that was each unmistakably Apple and distinctly Apple TV.
The refreshed Apple TV model [Image: Apple]
To attain that purpose, MAL wanted to steadiness Apple’s historical past of easy, elegant design with the colour, movement, and texture that one would anticipate from a film-centric model. Previous to this overhaul, Apple TV+’s brand and mnemonics had been black and white. MAL’s first goal was so as to add coloration to the combo.
Apple’s 1977 brand [Image: Apple]
As inspiration, the company turned to Apple’s 1977 brand—one in every of its most memorable icons, which confirmed the corporate’s signature apple rendered in six slices of rainbow coloration. These hues seem as a refined gradient in Apple TV’s static brand, and have prominently in each the five-second- and 12-second-long iterations of its new animated mnemonics.
[Image: Apple]
Bringing sensible results to Apple TV’s most ubiquitous model asset
From the start, the group at MAL knew they needed to shoot the Apple TV animatics utilizing solely sensible results. The purpose was to embrace the craft of filmmaking by capturing the natural conduct of sunshine that digital simulations can’t fully good.
[Image: TBWAMedia Arts Lab]
This course of began with a collection of bodily variations of the Apple TV brand, every sculpted from strong glass and made in partnership with the London-based inventive studio Optical Arts. Every bit was minimize and polished in a different way to check the way it interacted with gentle, reflections, and depth.
[Image: TBWAMedia Arts Lab]
As soon as the ultimate model of the emblem was chosen, it was filmed a number of instances below particular lighting circumstances. The group launched into a weekslong collection of experiments with gentle angles, diffusion, motion, and coloration, refining precisely how every shot ought to mirror and refract on digicam. Each of the ultimate mnemonics characteristic the Apple brand flipping by varied glowing, prismatic hues earlier than finally touchdown on the brand new static brand.
The animatics are accompanied by an audio part composed by songwriter, producer, and Oscar and Grammy winner Finneas O’Connell. MAL’s new branding for Apple TV is a testomony to the truth that generally sensible results nonetheless ship one thing that digital or AI-powered touch-ups can’t copy. In comparison with Apple TV+’s previously bland branding, it’s a daring selection that brings some life and model connection again into the service’s visible id.
