Apple Music introduces a new visual identity

Apple Music has introduced a new visual identity built around the idea of “made by sound.” Its central element is a short audiovisual ident, the brand’s signature.

The rebrand was developed by TBWAMedia Arts Lab. To create the ident, Apple and the studio, together with producer Fred Again and sound design company Nest Acoustics, played music through a transducer that converts an audio signal into physical vibrations. They placed it in a shallow container of mineral oil. The resulting waves were filmed, and the footage influenced the new visual identity.

The logo combines the Apple symbol with a lowercase wordmark based on the SF Pro typeface. The new style will begin appearing in Apple Music’s original content and programs this week.

Translation editor: Ловушкин А.