Apple Music has introduced a new brand identity built around the idea of making sound visible. The redesign features a refreshed logo, a new wordmark, and a visual style inspired by the physical movement of sound waves.
Sound Becomes Design
To create the new identity, Apple Music collaborated with music producer Fred again.. and NEST Acoustics. The team played sound frequencies through a device that vibrated liquid, producing waves and ripples that were filmed and used to shape the final visuals. Rather than relying entirely on computer-generated effects, the process captured the movement directly on camera.
A Fresh Look for Apple Music
The refreshed identity combines the Apple symbol with a custom version of Apple's SF Pro typeface. Its bold, lowercase wordmark and liquid-inspired visuals give the service a more expressive appearance while keeping music at the centre of its brand.
Apple Music plans to roll out the new identity across its original content, marketing, and event programming, extending the concept beyond the app icon to the wider listening experience.
Why It Matters
The “Made by Sound” identity shows how technology and creative experimentation can work together to turn an abstract experience into a visual one. By using sound itself to shape its branding, Apple Music is reinforcing its connection to artists, music production, and the emotional impact of listening.
Watch the behind-the-scenes film to see how the new identity was created.
Source: iClarified: Apple Music Unveils New Brand Identity ‘Made by Sound’
