Apple Music has unveiled a comprehensive rebrand today, introducing a new logo and visual identity described as “made by sound.” The update, which was officially launched on October 21, brings a fresh look to the streaming platform, with a design process that directly incorporates the physical effects of music on liquid surfaces.
According to Apple and multiple industry reports, the new logo was created by playing music through a transducer—a device that converts audio signals into physical vibrations—into a shallow bath of mineral oil. The resulting ripples were captured on camera, forming the basis for the new visual identity. This approach was developed in collaboration with creative agency TBWA\Media Arts Lab and music producer Fred Again, aiming to visually represent the impact of sound.
The updated wordmark features the Apple symbol alongside bold, lowercase lettering in a customized version of SF Pro, Apple’s proprietary typeface. The design draws inspiration from Apple’s Liquid Glass design language, with the logo resembling ripples in water and a musical note floating beneath the waves, according to Engadget.
Apple Music has also introduced a new audiovisual signature—a short mnemonic that will appear at the start of original content and event programming. The company released a behind-the-scenes video detailing the practical effects used in the creation of the logo, emphasizing the tangible connection between music and its visual representation.
The rebrand coincides with recent updates across Apple Music’s digital platforms, including a refreshed app icon and design enhancements in the latest iOS version. The new identity has already begun appearing in marketing materials, including promotions for Apple Music Hall, the platform’s live entertainment venue in London, as noted by Adweek.
Industry observers note that Apple’s decision to ground its rebrand in the physical properties of sound sets it apart from more conventional digital redesigns. The move is seen as an effort to reinforce Apple Music’s focus on the sensory experience of music and to differentiate the service in a competitive streaming market.
Apple has not yet released detailed user feedback on the new visual identity, but the company’s behind-the-scenes content has attracted significant attention on social media and technology news sites. The full rollout of the new branding is expected to continue across all Apple Music content and events in the coming weeks.
As the rebrand is implemented, industry watchers will be looking for further updates and potential responses from Apple Music’s competitors. The company has indicated that the new visual language will play a central role in its upcoming programming and user experience initiatives.
The image accompanying this article is an AI-generated illustrative depiction inspired by the actual scene of the event.
