Apple TV is the streaming service and video platform from Apple Inc. In late 2025, the company rebranded the service from Apple TV+ to simply Apple TV and introduced a vibrant new visual identity, replacing the previous black-and-white logo and mnemonics with a colorful, glass-based mark. The new branding was created by Apple’s internal Marcom team together with TBWA\Media Arts Lab (MAL), the bespoke agency that partners exclusively with Apple. [1]
Design and History
Prior to the 2025 overhaul, Apple TV+’s logo and mnemonics were black and white. Apple’s first objective for the new identity was to add color. [1] As inspiration, the agency turned to Apple’s 1977 logo, which showed the company’s signature apple rendered in six slices of rainbow color. Those hues appear as a subtle gradient in Apple TV’s static logo and feature prominently in both the five-second and 12-second iterations of its new animated mnemonics. [1]
The new animated logo was created using only practical effects. The team produced a series of physical versions of the Apple TV logo, each sculpted from solid glass in partnership with the London-based creative studio Optical Arts. Every piece was cut and polished differently to study how it interacted with light, reflections, and depth. Once the final version was selected, it was filmed several times under specific lighting conditions, with the team conducting weekslong experiments with light angles, diffusion, movement, and color. Both final mnemonics feature the Apple logo flipping through various glowing, prismatic hues before landing on the new static logo. [1]
The rebrand was announced in October 2025, when Apple confirmed that Apple TV+ would now be called simply Apple TV. [2] The new branding rolled out at the beginning of Apple TV’s shows and films, on its app, and in marketing campaigns. [1] The Apple TV app icon also received an update with iOS 26.1 and tvOS 26.1, adding a splash of color to the recently updated icon. The prior version used a white-to-gray gradient without bright colors. [3]
Meaning and Symbolism
The new identity was built from real glass and captured entirely in camera, exploring reflection, color, and light to express the cinematic spirit at the heart of Apple TV. [4] The choice to shoot practically aligns with Apple’s love of tactile detail and camera-first artistry, a point emphasized by Tor Myhren, Apple’s VP of marketing communications, in a speech at the Cannes Lions International Festival of Creativity. Myhren said Apple would continue to value human artistry even as it embraces AI tools. [4]
Typography and Design
Apple’s design team also created the SF TV custom typeface, another variation of its San Francisco typeface, developed specifically for the new identity. [4] The new branding is accompanied by a sonic logo composed by Oscar winner Finneas O’Connell, who created the music playing as the colorful logo appears. [5] There are three versions of the mnemonic: a main five-second version, a one-second “sting” that might play for movie trailers, and a longer-form 12-second version that will play in movie theaters at the start of an Apple Studios original film. [2]
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