{"id":141473,"date":"2025-11-19T09:55:18","date_gmt":"2025-11-19T09:55:18","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/141473\/"},"modified":"2025-11-19T09:55:18","modified_gmt":"2025-11-19T09:55:18","slug":"apple-tvs-new-logo-animation-was-handmade-by-human-creatives","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/141473\/","title":{"rendered":"Apple TV’s New Logo Animation Was Handmade by Human Creatives"},"content":{"rendered":"

\"AMAL \/ Apple <\/p>\n

Apple TV viewers may have begun noticing a new mnemonic playing before a show streams. While it\u2019s easy to assume it is a computer-generated animation, it was in fact handmade by human creatives.<\/p>\n

In the age of generative AI, where Coca-Cola is ruining Christmas<\/a>, Apple has taken a refreshing approach to its new graphics by building a giant glass version of its TV logo in a studio and bringing it to life with clever lighting, macro lenses, and color gels. <\/p>\n

The new mnemonic was made to mark Apple TV\u2019s rebranding from Apple TV+, which was confirmed in October<\/a>. Apple partnered with bespoke creative agency MAL, which was tasked with \u201creimagining its brand from the ground up.\u201d <\/p>\n

\u201cBuilt 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,\u201d MAL writes on Instagram<\/a>. \u201cEvery shimmer was made for real, no CG shortcuts, a nod to Apple\u2019s belief that craft should be felt, not faked.\u201d <\/p>\n

MAL shared a behind-the-scenes video (above) showing the intricacies of the shoot, which, according to AdAge<\/a>, was a \u201cweeks-long\u201d production in a London creative studio. It involved designing the logo with the help of Apple\u2019s creative team and then sculpting it from solid glass. <\/p>\n

There were ultimately two mnemonics created: a five-second show opener and a longer cinematic version that will play before feature films. The music for each clip was created by singer-songwriter Finneas O\u2019Connell. <\/p>\n

Apple\u2019s logos have been black and white for a long time; therefore reintroducing color was a historic choice. The creative agency sought inspiration from Apple\u2019s iconic 1977 logo, which has six bold colors striped across the bitten-into apple. <\/p>\n

\"AApple\u2019s 1977 logo. <\/p>\n

The handmade, artisan mnemonic stands in stark contrast to Coca-Cola\u2019s botched Christmas ad, which was AI-generated and criticized for glaring errors \u2014 such as the vans not being the same size. Viewers called it \u201csoulless\u201d and \u201cembarrassing.\u201d<\/p>\n

\u201cIts labor is the content, the process is the story, and audiences can feel the difference,\u201d adds TikToker Jordan Schwarzenberger<\/a>. \u201cCoca-Cola took a shortcut and received backlash. Apple took the long road and received admiration.\u201d <\/p>\n