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The newly rebranded Apple TV has a five-second visual sting, and every frame was shot in a studio with live lights and practical glass lettering.
Getting the glass Apple TV logo ready for filming — image credit: AdAge
Apple has been mocked for dropping the plus from its Apple TV+ name because it means having to specify if you mean the streamer, the set top box, or the app. But the rebrand comes with a new animated logo — except it isn’t animated.
The Apple logo and the “tv” letters are instead large cutout pieces of glass that were mounted in a studio. When you see the logo moving, it isn’t. The camera is moving instead.
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