Apple Music introduces new brand identity

Having recently opened new venue Apple Music Hall in Battersea, Apple Music has now announced their new brand identity, including a new logo mnemonic, a new look and feel based on a single idea; made by sound.

Partnering with Fred again.., one of the world’s very best music producers, and his collaborator NEST Acoustics, to break down the individual notes and create the final mnemonic, that sound was then used that sound to create the visuals.

The music was played through a transducer, a device that converts an audio signal into physical vibration, set in a shallow bath of mineral oil in motion.

The resulting waves, ripples and refractions were filmed to create the final mark: a physical record of the music rather than just an illustration of it, that make up the visual asset shared on their socials.