Apple Music Unveils Hand-Crafted New Brand: Built with Ripples in an Oil Tank
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On October 22, 2026, Ars Technica reported that Apple has introduced a brand-new visual identity for Apple Music in the Liquid Glass style. A behind-the-scenes video shows that Apple enlisted the design agency TBWA/Media Arts Lab and music producer Fred again.. to convert audio signals into physical ripples using transducers placed in a tank of mineral oil, filming extensive footage of the oil interacting with the brand logo on a transparent panel to complete the brand design. The article's author argues that, amid the flood of AI-generated content, this hand-crafted brand design carries greater significance. Only this one report has been seen so far; no further developments on the matter have followed.
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- Ars Technica · AIThe new human-crafted Apple Music brand matters in an AI world
Apple has unveiled a new brand identity for Apple Music in the Liquid Glass style. A behind-the-scenes video shows Apple mobilizing design agency TBWA/Media Arts Lab and music producer Fred again.. to convert audio signals into physical ripples using tanks of mineral oil fitted with transducers, filming extensive footage of oil interacting with the brand logo on transparent panels. The author argues that in today's flood of AI-generated content, this handcrafted brand design carries greater significance.
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