Apple’s Practical Logo Reveal Reinforces the Power of Human-Led Video Production

If you haven’t seen it yet, Apple TV has made quite the statement with its new logo ident.

In a world where logo animations have been the domain of graphic designers for decades - and now AI tools can whip up something similar in minutes - it’s genuinely heartwarming to see Apple choose a practical approach. They built it in a studio, for real, crafted by a video production team rather than a machine.

▶️ Watch the ident here.

It’s hard to decipher exactly why Apple went this route. The romantic in me wants to believe they’re making a statement about art and humanity. That creativity and craftsmanship can’t, and shouldn’t, be separated. Maybe Apple TV wants to remind us that people still crave authenticity, and that hand-made, human-led video production still has soul. “No AI slop here,” as the internet might say.

The cynic in me says something else. Apple isn’t naive. They know how to create a buzz around something that normally wouldn’t make headlines. A new logo animation isn’t front-page news. Unless, of course, you go to an unnecessary amount of effort to make it beautiful, tactile, and human. Then suddenly, everyone’s talking about it. It’s brilliant marketing disguised as artistic integrity.

Sadly, I think the truth sits somewhere closer to that second theory. But honestly? I don’t really care. I’m just glad they did it and I hope the people who worked on it get the credit they deserve. The result is a masterclass in practical video production: a beautifully executed piece that harks back to a simpler time (when shooting in-camera was the only option), while still feeling fresh and modern.

Most Apple TV viewers probably won’t give it a second thought. But for those who see the behind-the-scenes footage - the cameras, the rigs, the craftsmanship - it’s quietly reassuring. Proof that art isn’t dead. Not yet, anyway.

I’m not an Apple TV subscriber, but the next time I’m at someone’s house and we fire up an episode of The Studio, I’ll shed a small, nerdy tear of joy. Because that logo, that little slice of screen time, wasn’t generated by a soulless algorithm. It was made by real people… artists, camera operators, video production crews… doing what they do best.