Apple TV Rebrand
- Brand:
- Apple TV
- Agency:
- TBWA\Media Arts Lab Los Angeles
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Timeless principle
A rebrand can gain power through subtraction.
The idea
Remove ‘plus’ from Apple TV+ and let the simplest possible name signal a broader entertainment identity.
Why it works
The change reduces explanation and places the master brand directly beside the category. Motion, sound and a refined visual system supply freshness without discarding recognition. The identity feels larger because it says less.
