Apple Music, Apple’s streaming music service, has renewed its image to strengthen its connection with music and remember its mission to make it reach everyone. He has presented “Made by sound”, a design that, precisely, has been created by the sound itself, as well as with the collaboration of the TBWAMedia Arts agency and the music producer Fred Again.
The new identity is made up of two logos, one visual and the other sound, and a graphic system based on the waves that sound generates when traveling through solid media. With it, the brand leaves behind the minimalist design that has accompanied it in recent years, and opts for a deeper one and, above all, with greater emotional charge, with the ability to resonate on a universal level and reflect the breadth of its proposal and its services.
To do this, it has resorted to the music itself and an artisanal work process, following an approach similar to that the company previously adopted for the Apple TV identity. The design is based on sound waves, created from playing music through a transducer, a device that converts audio signals into physical vibrations. This, as the brand has shared in a video, was placed in a shallow container with mineral oil and the resulting waves and ripples were filmed.
The result is the combination of music movement and projected light. Apple Music abandons the coral red and aligns itself with the Liquid Glass design of its systems that it presented in June of last year; and opts for an aesthetic of transparent glass, and black and white. It maintains two versions for its identity. On the one hand, an imagotype, which includes the emblematic bitten apple and the word “music” in a personalized version of SF Pro (the company’s own font).
Before After
On the other hand, an isotype, which is limited to framing an eighth note in a square with curved corners.
Before After
The new image is also accompanied by a new brand sound identity, which is part of the composition developed by Fred Again and the sound design studio Nest Acoustics to generate the waves on which the design is based. In this way, the visual and sound part of the identity are united.
The new look will begin to go live and visible in the coming days, appearing in Apple Music’s original content and event programming. Later, it will extend to marketing campaigns, products and platform experiences.
