Apple TV viewers have begun noticing a striking new logo animation that plays before shows and movies on the streaming platform. In an era where artificial intelligence dominates creative production, Apple has taken a decidedly human approach to its latest branding effort, creating the animation entirely by hand using real materials and traditional filmmaking techniques.
The new logo animation, called a mnemonic in advertising terminology, was created to mark Apple TV's rebranding from its previous Apple TV+ identity, which was officially confirmed in October. Rather than relying on computer-generated imagery, Apple partnered with the creative agency MAL to build a massive glass version of its TV logo in a London studio and bring it to life through careful lighting, macro photography, and colored gels.
According to MAL's social media posts, the project represents a commitment to authentic craftsmanship. "Built 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," the agency explained on Instagram. "Every shimmer was made for real, no CG shortcuts, a nod to Apple's belief that craft should be felt, not faked."
The production process was extensive and meticulous, taking several weeks to complete in the London creative studio. The project involved designing the logo in collaboration with Apple's internal creative team, then sculpting the final version from solid glass. Behind-the-scenes footage shared by MAL reveals the intricate setup required to capture the various lighting effects and reflections that make the logo come alive on screen.
Apple commissioned two versions of the mnemonic for different viewing contexts. A shorter five-second version serves as a show opener for television series, while a longer, more cinematic version will play before feature films on the platform. The musical accompaniment for both versions was composed by singer-songwriter Finneas O'Connell, adding another layer of artistic collaboration to the project.
The decision to incorporate color into Apple's logo represents a significant departure from the company's recent branding history. Apple's logos have remained black and white for many years, making the reintroduction of color a historic creative choice. The creative team drew inspiration from Apple's iconic 1977 logo, which featured six bold colored stripes across the famous bitten apple design.
This handcrafted approach stands in sharp contrast to recent advertising controversies, particularly Coca-Cola's widely criticized AI-generated Christmas commercial. That advertisement faced significant backlash for obvious errors and inconsistencies, with viewers describing it as "soulless" and "embarrassing." The comparison highlights different philosophies toward creative production in the age of artificial intelligence.
Social media commentator Jordan Schwarzenberger captured the distinction between these approaches, noting that "labor is the content, the process is the story, and audiences can feel the difference." The contrast between Coca-Cola's shortcut approach and Apple's commitment to traditional craftsmanship has resonated with viewers and industry professionals alike.
Apple's decision to invest in handmade animation reflects broader questions about authenticity and human creativity in an increasingly automated world. While AI tools offer speed and cost efficiency, Apple's approach suggests that audiences still value the tangible quality and emotional resonance that comes from human craftsmanship. The positive reception of the new mnemonic indicates that this philosophy may influence how other major brands approach their creative strategies moving forward.
