Apple TV+ launched in November 2019 as Apple’s original video subscription service, offering exclusive shows, movies and documentaries through the Apple TV app.[1] The service was branded with a “+” suffix to distinguish it from the existing Apple TV app, which also aggregates content from third-party providers.[2] In October 2025, Apple announced that Apple TV+ was being renamed simply “Apple TV,” describing the change as part of “a vibrant new identity.”[2]
Design and History
The original Apple TV+ mark, as described in Apple’s trademark registration, consisted of “the design of an apple with a bite removed and the word ‘tv +’.”[3] The mark was registered under the pseudo mark “TELEVISION PLUS” and “TV PLUS.”[3]Prior to the 2025 overhaul, the Apple TV+ logo and its animated mnemonics were rendered in black and white.[4] The new branding, created by Apple’s internal Marcom team together with TBWA\Media Arts Lab (MAL), a bespoke agency that works exclusively with Apple, introduced color to the mark.[4]The updated identity includes a fresh static logo and two animated mnemonics, one five seconds long for shows and a longer cinematic version for films.[4][5] The animated sequences were filmed using practical effects: physical versions of the Apple logo were sculpted from solid glass in partnership with the London-based creative studio Optical Arts, then filmed under carefully controlled studio lighting to capture reflections and refractions.[4] No CGI or computer-generated effects were used.[5]Meaning and Symbolism
For the new identity, the design team drew inspiration from Apple’s 1977 logo, which rendered the company’s signature apple in six slices of rainbow color.[4] Those hues appear as a subtle gradient in the static Apple TV logo and feature prominently in both animated mnemonics.[4]Typography and Design
Apple’s design team also developed a custom typeface called SF TV, described as another variation of the company’s San Francisco typeface.[5] The new identity was designed to explore “reflection, color, and light to express the cinematic spirit at the heart of Apple TV.”[5]The new branding is accompanied by a sonic logo composed by songwriter, producer and Oscar winner Finneas O’Connell.[4][5]Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
