Apple TV App Identity Guidelines

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

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.

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

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

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.

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.

The Apple TV lockups are a combination of the Apple TV icon with the message Get it on Apple TV, 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.

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

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.

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.

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

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.

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

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

• 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.

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

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.

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.

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.

Provide appropriate credit attribution for Apple trademarked terms and use appropriate trademark symbols in your communications, as described in the Apple Legal Requirements section.

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.

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.

• 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.

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.

• 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.

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

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

• 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.

Never use Apple TV badges, lockups, and icons (or any other Apple trademarks) in a manner that is likely to be misleading or confusing about what content is available on the Apple TV app.

Use the appropriate credit lines in all communications worldwide. List only the Apple trademarks actually used in your materials.

When using the name Apple TV in communications, include this credit line wherever legal copy is shown:

Apple and Apple TV are trademarks of Apple Inc., registered in the U.S. and other countries.

Follow standard practices for the placement of legal copy, such as creating additional screens or providing interactive links. Include the credit lines only once on your communication or website.

In communications distributed only in the United States, the correct trademark symbol must follow any Apple trademark the first time it is mentioned in body copy. For Apple TV, use the registered trademark symbol (®). Do not use a symbol in headlines.

Apple trademark symbols are listed on the Apple Trademark List.

For the most current information on using Apple trademarks, visit Guidelines for Using Apple Trademarks and Copyrights.

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

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

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

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