GoKawiilApple unveils new Apple Music logo with Liquid Glass design and behind-the-scenes video
Apple has rolled out a rebranded visual identity for Apple Music, incorporating its Liquid Glass design language. The company also released a short video showing the creative process, which involved design agency TBWA/Media Arts Lab, producer Fred again.., and a physical setup using a mineral oil tank with a transducer to create ripple effects against branded panels.
GoKawiil's interpretation of the reporting above, not reported fact.
The elaborate, hands-on production process highlighted in the video could be read as Apple emphasizing human craftsmanship and tactile artistry at a moment when AI-generated design and media are becoming more common. By showcasing physical materials, live producers, and practical effects rather than digital shortcuts, Apple may be positioning its brand identity as distinctly 'human-made,' though the company has not stated this motive explicitly.
- Apple introduced a new Apple Music brand identity using its Liquid Glass design language.
- The rebrand involved a physical production process with mineral oil, a transducer, and traditional filmmaking rather than purely digital tools.
- The behind-the-scenes video has drawn attention for emphasizing human craftsmanship amid growing AI-generated content.
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See Apple AirPods Pro 2 on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: arstechnica.com, 2026-10-21
Published there as: “The new human-crafted Apple Music brand matters in an AI world”
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