Apple TV+ recently underwent a significant rebrand, changing its name to simply Apple TV and introducing a vibrant, colorful new logo and opening video. Recent details reveal that the eye-catching visual we see at the beginning of Apple TV content was created not just with computer graphics, but with real glass and in-camera footage.
Created with Real Glass and Craftsmanship!
As previously known, the brand collaborated with renowned musician FINNEAS to create the new opening sound (sonic logo). For the visual component, the company turned to its frequent partner, the agency TBWA Media Arts Lab (MAL).
New details shared by MAL this week indicate that the process was carried out using practical effects rather than digital ones. Apple’s design team also developed a custom typeface called SF TV, a variation on the existing San Francisco font.
Constructed from real glass and captured entirely in camera, the new identity explores reflection, color, and light to express the cinematic spirit at the heart of Apple TV. Every shimmer is rendered real, rather than computer-based shortcuts—a testament to Apple’s belief that craft should be felt, not imitated.
This work extends across the platform, from a crisp five-second opening to a full-length cinematic version designed for movies.
While many might assume these visual effects were created digitally, the fact that everything was actually done in-camera using glass is perfectly aligned with Apple’s love of tactile detail and camera-first artistry.
Apple’s vice president of marketing communications, Tor Myhren, emphasized this point in his speech at the Cannes Lions International Festival of Creativity last summer. Myhren stated that even as the company embraces AI tools, it will continue to value human artistry.
It is said that the process of creating the new identity and the behind-the-scenes details once again demonstrate how creative work can emerge at the intersection of technology and art.
