This is a brand identity design created by Apple Music in collaboration with TBWA Media Arts Lab, music producer Fred again.., and NEST Acoustics. 'Made by Sound,' unveiled on October 21, is a project that captures the ripples sound creates in a liquid and applies them to the logo and video. The accompanying production video demonstrates the process of music becoming a visual element of the brand.
The production team connected a device that converts audio signals into vibrations to a shallow tank of mineral oil. When a specific sound is played, vibrations are transmitted to the liquid, creating ripples on the surface. The camera captured the refraction of light and the distortion of the logo that occur at this moment. The waves on screen are the result of filming the actual movement of the liquid.
The music and images were also adjusted together. If the tones were too numerous or too high, the liquid moved excessively, making it difficult to discern the form. The production team experimented with musical compositions while observing the movement in response to the sound. The short music created by Fred again.. and NEST Acoustics served as both a sound to promote the brand and material for creating visual movement.
The text logo has also changed. The word 'music' next to the Apple symbol is written in lowercase and composed of a bold form using a modified version of the Apple typeface SF Pro. The musical note icon reflects the characteristics of waves and refraction obtained during the filming process. It is a structure where the frequency of music connects the sound and the movement of the logo.
The new identity will be applied to Apple Music's original content and event programs starting from the reveal week. It will subsequently be expanded to marketing, products, and brand experiences. This project began with the process of selecting graphics to represent music, and the production method was designed to make the music move actual materials.
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