Apple Music's new logo was shaped by sound and mineral oil
Apple Music has unveiled a new brand identity created in collaboration with TBWA\Media Arts Lab, featuring a logo shaped by sound waves captured in mineral oil. The design process involved using transducers to visualize audio frequencies, aligning with Apple's 'Liquid Glass' aesthetic.
Why it matters
This rebrand demonstrates how major tech companies are increasingly integrating experimental physical processes into digital design to create unique brand identities.
Apple's streaming service has rebranded for the first time since launch. Created with TBWA\Media Arts Lab, the new identity is full of ripples made by sound. We find out more.
It's hard to believe Apple Music launched in 2015 and hasn't rebranded in the 11 years since. So when it finally got round to one, I expected it'd do something a little weird and unusual. Well, say hello to a transducer, a shallow bath of mineral oil and a short composition by British producer Fred Again.
The new identity is built around the idea: "made by sound", which is why Apple didn't go the usual route of visuals first, sound later. No, Apple and its long-time agency TBWA\Media Arts Lab did it the other way round.
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