In linking up the MacBook Neo behind-the-scenes short, in which I referenced the recently updated Apple TV logo, I realized I hadn’t previously linked to that making-of video. To make up for that oversight, here’s a link to the behind-the-scenes video again, plus Grace Snelling’s piece in Fast Company detailing the design process:

From the beginning, the team knew they wanted to shoot the Apple TV animatics using only practical effects. The goal was to embrace the craft of filmmaking by capturing the organic behavior of light that digital simulations can’t entirely perfect.

This process started with a series of physical versions of the Apple TV logo, each sculpted from solid glass and made in partnership with the London-based creative studio Optical Arts. Every piece was cut and polished differently to study how it interacted with light, reflections, and depth.

Once the final version of the logo was selected, it was filmed several times under specific lighting conditions. The team embarked on a weekslong series of experiments with light angles, diffusion, movement, and color, refining exactly how each shot should reflect and refract on camera.

Apple could have opted to use computer-generated graphics for the logo, and no one would have cared (or even noticed). Making it the old-fashioned way is a statement.