Apple has unveiled a striking new visual identity for its television programming, a vibrant introduction that will precede Apple TV shows and films. The design centers around a beautifully lit, physical Apple logo, signaling a deliberate shift away from purely digital creation.
Instead of relying on the increasingly prevalent tools of computer-generated imagery or artificial intelligence, Apple opted for a tactile, handcrafted approach. Collaborating with TBWA\Media Arts Lab and Optical Arts, the team built a glass model of the Apple logo and meticulously captured its interplay with light using traditional camera techniques.
This decision reflects a broader philosophy articulated by Apple’s VP Tor Myhren earlier this year. He emphasized the enduring value of human creativity, particularly as AI-driven tools become more commonplace in the creative landscape. The new branding is a powerful statement about prioritizing artistry and authenticity.
The introduction isn’t a single, static element. A concise five-second version will open each show, while a longer twelve-second iteration will introduce Apple Original Films. A brief, one-second “sting” has also been created specifically for use in trailers, offering a consistent brand presence across all Apple TV content.
Complementing the visual transformation is a newly composed musical signature crafted by Finneas, the acclaimed musician, producer, and brother of Billie Eilish. He approached the task with a thoughtful understanding of established network branding, drawing inspiration from the iconic sounds of HBO and NBC.
Finneas’s creation, dubbed “Mnemomic,” began with a simple yet evocative piano chord. He sought a sound that felt both hopeful and grounded, imbued with a sense of mystery. While digital tools were used in the final production, the core of the jingle remains rooted in the organic resonance of the piano.
He described the chord as possessing “gravity” and an “enigmatic, mysterious quality,” building the surrounding sounds to amplify these initial impressions. The result is a sonic identity that promises to become instantly recognizable and synonymous with the Apple TV experience.
