How Finneas and glass conjured up Apple TV’s colorful new branding

Still from Apple TV – Mnemonic (BTS)
Finneas O’Connell — better known simply as Finneas — has composed a fresh sonic logo for Apple TV, the streaming platform once called Apple TV+. Developed in collaboration with Apple’s longtime creative partner TBWA\Media Arts Lab, the rebrand extends far beyond a memorable audio cue to deliver a bold, cohesive visual identity.
At its core, the new look revolves around dynamic layers of shifting colored light, evoking the diverse