Apple Music is introducing a refreshed brand identity that places sound at the centre of its visual and creative direction, bringing together new design elements, a distinctive audio signature and a renewed approach to how the streaming service presents music and culture.
Built around the idea of “made by sound,” the updated identity explores how music can be experienced beyond listening alone. The concept connects audio with movement, texture, and visual expression, creating a brand language that reflects the influence sound has on how people feel and connect with music.
A key part of the refresh is a new sonic mnemonic developed in collaboration with Fred again.. and NEST Acoustics. The process involved playing sound through a transducer into a bath of mineral oil, producing waves and refractions that helped translate audio into a physical visual experience. The result brings a tangible dimension to the relationship between sound and imagery, reinforcing the thinking behind the new identity.
The visual system also introduces an updated wordmark that combines the Apple symbol with a customised version of the SF Pro typeface. Alongside it, a redesigned musical note icon gives Apple Music another recognisable visual element, helping establish a consistent look across its platforms and creative output.
Liquid Glass, Apple’s expressive design language, is also part of the refreshed identity. Its use adds depth and movement to the wider system, allowing the brand’s visual presentation to feel connected to the fluid, constantly changing nature of music.
Beyond the visual changes, the new identity is intended to shape how Apple Music presents its wider cultural programming. The rollout begins this week across original content and event programming, extending the updated look and sound into the experiences through which the service connects artists with listeners.
The refresh reflects a broader effort to bring the different elements of Apple Music’s identity together under one creative direction. Rather than treating its logo, typography, audio and imagery as separate features, the system links them through a shared focus on sound as both an artistic medium and a source of connection.
With its new sonic signature and visual language, Apple Music is giving its brand a more unified expression while continuing to build around the music, artists and cultural experiences at the heart of the platform.