Apple Music has introduced a refreshed brand identity inspired by the physical effects of sound, unveiling a redesigned logo, updated wordmark and original sonic signature. The new identity, announced on October 21, centres on the concept “Made by Sound” and aims to give the streaming platform a more distinctive visual and audio presence.
Developed with TBWA\Media Arts Lab, British music producer Fred Again.. and sound design company NEST Acoustics, the rebrand uses liquid movements and sound vibrations to create its visual language.
The creative team explored how music could shape physical materials rather than relying solely on digital animation. Using a transducer, which converts audio signals into vibrations, the team played musical frequencies through a shallow bath of mineral oil. The vibrations created ripples and shifting patterns that were filmed and incorporated into the brand’s visual identity.
Acrylic versions of the Apple Music note symbol and wordmark were placed in the liquid, allowing sound waves to influence the light and movement around them. The team experimented with different frequencies and materials to produce fluid visuals while ensuring the logo remained recognisable.
Mineral oil was selected for its smooth, glass-like appearance and ability to produce striking reflections. The resulting footage forms the basis of the “Made by Sound” campaign, connecting the platform’s visual identity directly to the experience of listening to music.
Music producer Fred Again.. and NEST Acoustics also worked on an original composition that serves as Apple Music’s new sonic signature. Individual notes from the composition were used to generate the liquid movements featured in the accompanying film, linking the sound and visual elements of the rebrand.
The updated wordmark combines the Apple symbol with a customised version of the company’s SF Pro typeface. Its bold, lowercase lettering gives the service a more expressive appearance, while the redesigned music note draws inspiration from the fluid shapes created during the experiment.
The new identity also reflects Apple’s broader interest in transparency, reflections and layered visual effects, including elements associated with its Liquid Glass design language. However, the music-focused visuals give Apple Music a distinct identity within the company’s wider product ecosystem.
The refresh follows the appearance of a redesigned Apple Music app icon in software beta versions earlier in October. The new icon moves away from the previous red colour scheme towards a simpler black-and-white treatment. The broader rebrand extends beyond the app icon to promotional content, original programming, marketing and brand experiences.
Apple Music had offered an early glimpse of the updated wordmark in September while promoting Apple Music Hall, its new live entertainment venue in London. The company has now formally introduced the identity alongside a behind-the-scenes film explaining the creative process.
The rollout is expected to extend across Apple Music’s original content and event programming before reaching more marketing and product experiences. Further software updates are expected to bring related changes to users, although the timing may vary by platform.
The rebrand comes as music streaming services compete for attention through their catalogues, artist partnerships, exclusive content and cultural presence. A consistent visual identity and recognisable sonic signature can help platforms strengthen their connection with listeners.
Apple Music’s “Made by Sound” concept takes a more experimental approach by using real physical reactions to audio as the foundation for its design. Instead of merely illustrating music through abstract graphics, it turns the effects of sound into a central part of the brand.
The new identity will now be tested across the different places where listeners encounter Apple Music, from the app to campaigns and live events. Its impact will depend on how consistently the visual and audio elements translate across those experiences.
With its refreshed logo, updated typography and sound-led creative direction, Apple Music is making music itself the centre of its brand identity.
