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    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.

    Expand all Collapse all 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
    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.

    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 these 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, 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
    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.

    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
    Color icon, preferred

    Use on 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.

    4.6 Legal Notifications

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

     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

    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.
    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.

     Apple Legal Requirements
    7.1 Do Not Mislead

    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.

    7.2 Credit Lines

    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.

    7.3 Trademark Symbols

    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.

    7.4 Further Information

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

     Support
    8.1 Resources

    Affiliate program information:
    http://www.05589.cn/itunes/affiliates

    Guidelines for Using Apple Trademarks and Copyrights:
    http://www.05589.cn/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
    • ? 2023 Apple?Inc. All rights reserved. Apple, the Apple logo, iPad, iPhone, iPod, iPod?touch, iTunes, and Mac are trademarks of Apple?Inc., registered in the U.S. and other countries. iTunes?Store is a service mark of Apple?Inc., registered in the U.S. and other countries. IOS is a trademark or registered trademark of Cisco in the U.S. and other countries and is used under license. Other product and company names mentioned herein may be trademarks of their respective companies.