Apple Music has introduced a new dynamic logo created with Fred again.., audio collaborators NEST Acoustics and creative agency TBWAMedia Arts Lab. The visuals were produced physically from an original musical composition rather than animated digitally.
How the logo was made
Individual musical notes were played through a device that converted sound into vibrations in a shallow pool of mineral oil. The vibrations created ripples and distortions, which were filmed through the Apple Music logo and wordmark.
The process is called cymatics, the study of surface vibrations made visible, typically on a plate, diaphragm or membrane, using a thin coating of particles, paste or liquid. Different patterns emerge across the medium being vibrated.
The resulting footage became the foundation of the streaming platform’s new visual identity and its new sonic signature.
Rollout and approach
The new identity is being introduced across Apple Music’s content, marketing and digital experiences.
The approach contrasts with the growing use of digitally generated imagery and AI-powered creative tools. Apple built the identity through a physical experiment involving music, liquid, light and a camera.
Music was also the starting point of the design process, rather than an element added to a finished advertising campaign.
