This was an exploration project for the AppleTV logo title bump. Part of the brief was coming up with different ways in which the elements of the previous Apple logo could visually transition into the new “A+TV” lettering.

Included here are experiments with the plus icon leading the eye, as well as substituting the “A” with font from the platform’s more well known intellectual property (For All Mankind, Ted Lasso and Bad Sisters).

Revision passes included breaking out of two dimensional space to have the Apple and the Plus move forward in z-space to transition into Apple’s more well known rainbow color palette.