Made by Humans: What the New Apple TV Logo Reveals About the Future of Design
In a world saturated with AI-generated media, branding, and motion graphics, it’s easy to assume every logo and animation comes from a prompt. But Apple’s new Apple TV logo and mnemonic quietly challenge that assumption—and offer a glimpse into a different future of design.
In a recent episode of the Modem Futura podcast, we unpack the surprising story behind this five-second sequence. Instead of relying entirely on CG or generative tools, Apple commissioned a physical frosted-glass Apple TV logo, mounted on a rig and filmed as colored light passes through it. The luminous flips you see on screen aren’t a simulation; they’re real light interacting with real material.
The audio is equally intentional. The signature Apple TV chime was composed by Finneas, distilling identity and emotion into just a couple of seconds of sound. Together, the visual and audio design embody a level of care, craftsmanship, and human judgment that stands out in today’s AI-heavy landscape.
On the episode, we explore why this matters for creators, educators, and anyone thinking about the future of being human. From Steve Jobs’ insistence on caring about the parts “no one sees” to new signals like “This show is made by humans” tags, we’re seeing a renewed appreciation for work where human intent is clearly present—even when the audience can’t articulate why it feels different.
Rather than rejecting AI outright, we argue for using it in ways that amplify human creativity without erasing the craft that gives our media meaning.
🎧 Listen to the full conversation on Modem Futura wherever you get your podcasts, and explore more at futureofbeinghuman.asu.edu.
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🎧 Apple Podcast: https://apple.co/3JT2Tms
🎧 Spotify: https://open.spotify.com/episode/6mkbtUMk9P99BhxRA11aki?si=1d36zowmQb2eo7AFctk1rg
📺 YouTube: https://youtu.be/df-crZLZJuM
🌐 Website: https://www.modemfutura.com/