Apple TV App Identity Guidelines

The Apple TV app is the one place to easily discover TV shows, movies, sports, and news you’ll love. And great content deserves great marketing. How you accomplish that is through clear and effective messaging. To receive the greatest benefit from your communications — while also complying with Apple requirements — follow these guidelines when promoting your Apple TV app content in marketing communications, including advertising, apps, websites, and printed promotions.

Apple TV Badges

Use the Apple TV badge in your email, digital ads, apps, websites, social media, and whenever else you promote the TV shows, movies, sports, and news that you offer on the Apple TV app.

1.1 Badge Artwork

Use only the badge artwork provided by Apple. Never create your own Apple TV badge or change the artwork in any way.

If you create marketing material for the web or onscreen communications, use the high-resolution scalable artwork in SVG format. For printed material, use the badge artwork in EPS format in the color profile (CMYK or RGB) that matches the color profile of your print production mechanical.

Get it on Apple TV
Use the Get it on Apple TV badge when referring to content that is available for subscription, rent or purchase on the Apple TV app.

Watch on Apple TV
Use the Watch on Apple TV badge when referring to content that can be viewed on the Apple TV app.

Download .zip file

1.2 Localized Badges

Apple offers Apple TV badge artwork that has been translated into many languages. The trademark Apple TV always appears in English. Never translate the words Apple TV. Do not create your own translated or localized badge.

Never use more than one of the badges in a communication.

Download localized badges in every language we have available

1.3 Badge Placement

Use only one Apple TV badge in your layout or video. Place the badge below or to the right of the images and copy promoting your content. Keep the badge smaller than your other images and copy. Don’t make it the dominant artwork.

If you include the Apple TV badge along with badges for other streaming services, place the Apple TV badge first in the lineup of badges.

Web page

Mobile

1.4 Minimum Clear Space

Follow these guidelines for print and digital material: Minimum clear space around the badge should be at least one-tenth the height of the badge. Don’t place photos, typography, or other graphic elements inside the minimum clear space area. Allow more space whenever possible.

1.5 Minimum Badge Size

Minimum badge size is 8 mm for printed materials and 30 pixels for digital use. Don’t make the badge the dominant graphic. The small badge should be 12 pixels high or larger.

On Mobile Devices
If you have advertising with very limited layout space, such as banners for mobile devices, use a badge size that’s clearly readable on those devices. Minimum clear space around the badge should be at least one-tenth the height of the badge.

1.6 Badge with Partner Logos

The Apple TV badge must appear first when displayed with partner logos. The icon must also be the same relative size as partner logos.

1.7 Backgrounds

The Apple TV badge must appear first when displayed with partner logos. Do not alter the Apple-provided badge in any way. The gray border around the badge is part of the badge artwork and must not be left out. You can place the badge on a:

  • Black or white background
  • Solid-color background
  • Background image that doesn’t affect the readability of the badge

1.8 Avoid mistakes

Avoid mistakes. Use the artwork exactly as provided by Apple.

  • Do not eliminate the call-to-action message (Get it on or Watch on).
  • Do not modify, angle, animate, rotate, or tilt the badge.
  • Do not apply special effects such as shadows or glows to the badge.
  • Do not replace the Apple TV icon with the Apple logo.
  • Do not use the Apple logo alone.
  • Do not use icons, logos, or graphics from the Apple website or from Apple apps.

Do not use the Apple logo.

Do not tilt or animate the artwork.

Do not apply special effects.

Written approval from Apple is required for materials used in:

  • TV or print media
  • Any marketing format with high visibility
  • Custom photography or video in which Apple products appear

Be sure to allow at least seven business days for review and approval. See the Apple Approval section for details.

Apple TV Lockups

The Apple TV lockups are a combination of the Apple TV icon with the message Get it on Apple TV or Watch on Apple TV set in specially designed type.

A lockup can be used in all marketing communications promoting content on the Apple TV app. If badges from other services appear on your communication, do not use a lockup. Instead, use the appropriate Apple TV badge.

The lockup is designed for greater graphic versatility and can be used on layouts where the Apple TV badge is either crowded due to limited layout space or appears visually heavy in the layout. The lockup is especially suited to banner ads, print ads, and other forms of advertising. Whenever a lockup is used online, you must include a link to the Apple TV app.

2.1 Lockup Artwork

Use only the lockup artwork provided by Apple. Do not change the Apple-provided artwork in any way. Never build your own Apple TV lockup or revise the message.

  • Use the Get it on Apple TV badge when referring to content that is available for subscription, rent or purchase on the Apple TV app.
  • Use the Watch on Apple TV lockup when referring to content that can be viewed on the Apple TV app.

If you create marketing material for the web or onscreen communications, use the high-resolution scalable artwork in SVG format. For printed material, use the lockup artwork in EPS format in the color profile (CMYK or RGB) that matches the color profile of your print production mechanical.

Download .zip file

Color lockups, preferred:

  • Color lockup, black type
  • Use on light backgrounds.
  • Color lockup, white type
  • Use on dark backgrounds.

Solid lockups, optional:

  • All-black lockup
  • Use on layouts with minimal color or when the preferred color lockup does not appear clearly against the background. Use on light-color backgrounds. The background shows through the Apple TV icon.
  • All-white lockup
  • Use on layouts with minimal color or when the preferred color lockup does not appear clearly against the background. Use on dark-color backgrounds. The background shows through the Apple TV icon.
Download .zip file

2.2 Localized Lockups

Apple offers Apple TV lockup artwork that has been translated into many languages. The trademark Apple TV always appears in English. Never translate the words Apple TV. Do not create your own translated or localized lockup.

Download localized lockups in every language we have available

2.3 Using the Lockup

Follow these requirements for using Apple TV lockups.

  • Use only one Apple TV lockup.
  • A lockup cannot be combined with an Apple TV badge. Use either a lockup or a badge, not both.
  • Do not make the lockup the dominant artwork. Your content should carry the main graphics or message.
  • Place the lockup below or to the right of the images and copy promoting your content. Keep the lockup smaller than the other images and main message.
  • Do not use an Apple TV lockup along with badges for other tv, movie, or streaming services. Instead, use the appropriate Apple TV badge and place the badge first in the lineup of badges.
  • The option with color is preferred; however, you can select the option that best suits your layout.

2.4 Minimum Clear Space

Follow these guidelines for print and digital material: Minimum clear space around the lockup should be at least one-quarter the height of the lockup. Do not place photos, typography, or other graphic elements inside the minimum clear space area. Allow more space whenever possible.

2.5 Minimum Size

Minimum lockup size is 6 mm for printed materials and 25 pixels for digital use. Do not make the lockup the dominant graphic.

On Mobile Devices
If you have advertising with very limited layout space, such as banners for mobile devices, use a lockup size that’s clearly readable on those devices. Minimum clear space around the lockup should be at least one-tenth the height of the lockup.

2.6 Backgrounds

You can place the lockup on these backgrounds:

  • Black or white background, following the guidelines for each option
  • Solid-color background
  • A clean and uncluttered background that does not affect the readability of the type and the clarity of the Apple TV icon

2.7 Avoid Mistakes

Avoid mistakes. Use artwork exactly as provided by Apple.

  • Do not use the lockup on a busy, patterned, or cluttered background. Instead, consider using one of the Apple TV badges.
  • Do not eliminate the call-to-action message.
  • Do not modify, angle, animate, rotate, or tilt the lockup.
  • Do not change the font.
  • Do not change the color of the type.
  • Do not apply special effects such as shadows or glows to a lockup.
  • Do not replace the Apple TV icon with the Apple logo.
  • Do not use the Apple logo alone.
  • Do not use icons, logos, or graphics from the Apple website or from Apple apps.

An Apple TV lockup is a promise to your audience of a high-quality viewing experience. Follow these guidelines to make sure you’re using the Apple TV lockup correctly.

Written approval from Apple is required for materials used in:

  • TV or print media
  • Any marketing format with high visibility
  • Custom photography or video in which Apple products appear

Be sure to allow at least seven business days for review and approval. See the Apple Approval section for details.

Apple TV Icon

The Apple TV icon can be used alongside other social media icons that are similar in shape or size. The icon can also be used to link to content within apps, where the Apple TV badge does not fit. Do not create your own icon. Only the versions shown here are approved.

Download .zip file

Color icon, preferred

Use on dark backgrounds that provide sufficient contrast.

White icon, optional

Use on dark backgrounds

Black icon, optional

Use on light backgrounds

Color Icon

Use the preferred color icon whenever other icons are also shown in color and whenever the background provides sufficient contrast.

Black Icon

White Icon

Custom Color icon

You can use a custom icon color when other social media icons also appear in the same custom color.

Avoid Mistakes

Messaging and Style

4.1 General Communication Tips

  • Use simple, clear messaging.
  • Stick to simple calls to action in your marketing communications, such as “Watch now on Apple TV.”
  • Don’t just tell your audience that your content is available on the Apple TV app. Add an image, a quote, or a bit of detail about your movie or TV show that your viewers will want to share with their friends, especially on social media.
  • Provide appropriate credit attribution for Apple trademarked terms and use appropriate trademark symbols in your communications, as described in the Legal Requirements section.
  • Use your own design. Don’t make it look like Apple marketing style or typography.
  • Use accurate terminology when talking about Apple products and promoting your content.

4.2 Referring to Your Movie or TV Show on the Apple TV app

When you talk about your movie or TV show being available on the Apple TV app, use phrases like the following:

  • Watch [TV Show/ Movie Title/ Sports Game] on the Apple TV app
  • Watch [TV Show] on [channel] with the Apple TV app
  • Start a free trial of [channel] on the Apple TV app
  • Stream [TV Show/ Movie Title] on the Apple TV app
  • Rent or Own [TV Show/ Movie Title] on the Apple TV app

4.3 Referring to the Apple TV app

The word Apple is always typeset with an uppercase A followed by lowercase letters. TV is always typeset with an uppercase T and an uppercase V. Don’t use any other words with Apple TV, such as Apple TV Store or Apple’s TV App.

Apple TV is always in English. Never translate the name Apple TV, even when the other copy isn’t in English.

4.4 Referring to Apple Products

When referring to Apple products, follow these guidelines:

  • Put the focus of your marketing message on your content and not on Apple.
  • The Apple TV app is not supported on desktop computers. Don’t indicate otherwise.
  • Always use the correct Apple product names with proper capitalization: iPhone, iPad, and Apple TV. Don’t use variations such as Apple iPad or iTV.
  • The product names iPhone and iPad are always typeset with a lowercase i and an uppercase P followed by lowercase letters, even when those names come first in a sentence, paragraph, or title.
  • Always use the Apple product names iPhone, iPad, and Apple TV in singular form. Never say iPhones, iPads, or Apple TVs.
  • Do not translate iPhone, iPad, Apple TV, or any other Apple trademark. Always set Apple trademarks in English, even when they appear in copy in a language other than English.
  • Don’t refer to Apple devices using generic terms such as smartphones, tablets, or streaming devices. Use the specific Apple product names.
  • Don’t imply that your movie or TV show is sponsored or endorsed by Apple.

4.5 Other Platforms and Devices

Always list Apple products first if your content is also compatible with other mobile or computing devices. Never display Apple product images next to images of other mobile devices or computers.

Advertising with the Apple TV app

When you’re creating advertising campaigns, keep the following points in mind. For larger media campaigns with print or broadcast media placements, see the section Apple Approval.

5.1 Online Advertising

  • Speak in your brand’s voice. Don’t imitate or copy the Apple TV app advertising, marketing, or messaging.
  • Place the badge or lockup below or to the right of your content and logo. Don’t make the badge or lockup the dominant graphic.

5.2 Pre-Roll Advertising

For pre-roll ads, you can use a Get it on Apple TV or Watch on Apple TV badge at the end of your footage to remind viewers that they can access your content on the Apple TV app.

5.3 Social Media Advertising

  • We suggest you use the Apple TV badge on its own in social media ads.
  • If the ad unit requires it, it’s OK to use the Apple TV badge along with the names of other media stores and services. Just make sure that the Apple TV badge is listed first.

Apple Approval

6.1 Requirements

Most marketing materials don’t require approval by Apple. However, we require that you obtain written approval from Apple for any material created for:

  • TV or print media
  • Any high-visibility marketing format
  • Custom photography or video in which Apple products appear

6.2 Submission Instructions

Send your materials to our support helpdesk. Give us at least seven working days to review your material.

Make sure you include:

  • Contact name with email address and phone number
  • Apple ID or Apple TV URL for your content
  • Details of media, such as TV or print
  • Where and when the campaign will run
  • Amount of your media spend
  • How many impressions you expect
  • Show episode (if applicable)

If your material is less than 20MB in size, attach it to your email. Attachments larger than 20MB should be provided by FTP server or another web-delivery service. Make sure you provide the link or the user name and password for the FTP server.

All email should be in English. Include an English translation of your materials if necessary.

If we don’t respond within seven days, it doesn’t mean that the content has been approved.

We can review materials that are in progress. However, all final materials must be approved by Apple before publication. Send your content in a standard format, such as PDF or JPG for images and MP4 for videos. Submit only high-resolution layouts and images.

Support

8.1 Resources

Affiliate program information:
www.apple.com/itunes/affiliates

Guidelines for Using Apple Trademarks and Copyrights:
www.apple.com/legal/intellectual-property/guidelinesfor3rdparties.html

8.2 Contacting Apple

For questions about the affiliate program or linking:
affiliate.itunes.apple.com/support

For questions about approval of marketing materials:
apple.co/AppleTVMarketingApprovalRequests