Apple Music has explained where its new logo came from. A 78-second film released today shows the brand’s visuals being built from sound waves moving through liquid, and it is the clearest official look yet at a rebrand that has been appearing in pieces since September.
Apple Music posted the video on its YouTube channel under the title “Made by Sound: Behind the new brand identity.” Apple credits the artist Fred again.., along with NEST Acoustics, as collaborators on the project and says the whole thing was captured entirely in camera.
Apple built the Apple Music logo from a sound wave pushed through liquid
The narration says the team wanted sound itself to create the visuals. The idea was to make the perfect sound wave, so they played a frequency through a rig. The rig then moved a large amount of liquid at the frequency of the notes.
The footage shows what that looks like. A hand reaches over a transparent music note shape in the opening shot, and later frames show lettering stretching and bending across the moving surface as light catches the glass rig underneath.
Apple also partnered with a music artist to create the notes for the final mnemonic, the short sound identity that goes with the new look. The earlier sightings only showed the finished mark, and the film adds the process behind it.
The new look has been rolling out since Apple Music Hall opened
The heavier lowercase wordmark showed up first on the website for Apple Music Hall, the 600-capacity venue Apple opened inside London’s Battersea Power Station in September. From there it moved into Apple’s software.
- iOS 27.2 beta 3 on October 5 was the first Apple release to use the new logo.
- iOS 27.2 beta 4 on October 13 replaced the red and white icon with a black and white one and changed red accents in the Music app to blue.
Apple Music widgets also moved to a black background in beta 4, so Apple is dropping red across the app. Anything in a beta can still change before the public release.
Apple has said the Siri AI languages and the redesigned Health app in iOS 27.2 arrive in October, which puts the public release close behind the iPhone Duo going on sale on October 23. Apple Music is available in more than 167 countries and regions, so the new branding reaches a large audience once that update ships.
