Photo Credit: Apple
On 21 October, Apple Music launched a refreshed brand identity created with British producer Fred again.. and NEST Acoustics. The rebrand introduces a new logo, updated typography, and a sonic signature that turns physical sound waves into visual elements.
Fred again.. and NEST Acoustics collaborated with Apple Music and TBWA\Media Arts Lab to create a musical piece translated into physical movement. Using a transducer, they converted audio frequencies into liquid vibrations in mineral oil, filming the ripples to form the new visual identity. The rebrand swaps the traditional red scheme for black-and-white, updates the wordmark to a bold lowercase SF Pro typeface, and shapes the musical note logo from the captured sound-wave distortions.
Per Fast Company, months of sound, material, and practical-effects experimentation yielded distinct visual patterns from liquid-frequency tests. This method aligns with Apple’s Liquid Glass design language while giving Apple Music a unique identity.
The new branding will launch across Apple Music’s original content and events, before rolling out across marketing, products, and experiences. It was previously previewed for Apple Music Hall in London, accompanied by a behind-the-scenes film detailing the music, sound design, and visual art collaboration.
