Apple Music has unveiled a refreshed brand identity, featuring a new logo, an updated wordmark and a new sonic identity composed by British producer Fred again.. in collaboration with Nest Acoustics.

To highlight this refreshed identity, the music streaming service has rolled out a campaign, 'Made by Sound ', that brings its music-led identity to life by using actual sound waves and liquid vibrations to create a new logo, which will feature across its marketing, content and brand experiences.

Conceptualised by the bespoke global advertising and creative agency founded in 2006 that works exclusively for Apple, TBWAMedia Arts Lab, the campaign comprises an ad film.

The film offers a behind-the-scenes look at Apple Music’s rebrand, showing how sound was used to shape the service’s new visual identity. It traces the process of translating sound waves into visuals, using a specialised rig to capture liquid vibrations and transform them into the music note logo and wordmark. The sonic identity brings the rebrand to life through visuals captured directly in-camera. The film ends featuring various music artists such as Charli XCX and Raye, to name a few.

What we think about it: The film turns sound waves and liquid vibrations into a striking visual spectacle, demonstrating how a rebrand can go beyond a logo change. Partnering with Fred again.. for its sonic identity is a bold, cool choice that gives Apple Music a contemporary edge. However, its polished, distinctly Apple-esque aesthetic prioritises design ingenuity over an emotionally resonant story about music.

The campaign was released on 21 October on YouTube and Instagram.

The refreshed identity is expected to roll out soon, with some technology publications speculating that it could debut alongside the iOS 27.2 software update.

CREDITS: 

Client: Apple Music 
Creative and Design Agency: TBWAMedia Arts Lab
Production Company: Optical Arts 
Director: Joe Jackson
Music: Fred again..
Music Collaborator: NEST Acoustics
VFX: Time Based Arts 
Colour and finishing: Trafik
Music Mix: Model Citizen Creative 
Retouching (Stills): Optical Arts
Post-Production (Stills) + Color Conversion: Epilogue
Type Design Consultation and Vector Logo Illustration +
Reconstruction: Plau