Apple Music Unveils New Brand Identity 'Made by Sound' [Video]

Apple Music has unveiled a new brand identity with visuals physically shaped by sound. A behind-the-scenes film shows how the team used vibrating liquid to bring the service's logo and wordmark to life, capturing the effects entirely in camera.

The project pairs an original composition by Fred again.. and NEST Acoustics with the refreshed design, Apple Music announced. The 78-second film, titled "Made by Sound," follows the process from the physical setup to the finished sequences.

"We wanted sound to create the visuals," the narration explains. To do that, the team played frequencies through a rig that moved liquid at the frequency of the notes. Filming the branding through that moving surface produced the rippling distortions, rather than simply adding an animated effect to a static logo.

The film cuts between the musical-note symbol and the heavier Apple Music wordmark as the liquid bends and stretches their shapes. Colored lighting changes the appearance of the setup, while the finished examples include a glass-like note symbol overlaid on performance footage.

The reveal follows Apple's new logo stinger for its rebranded Apple TV service, introduced in 2025 after the company dropped the "+" from the streaming service's name.

Watch the behind-the-scenes film below.