As fans await Apple Music’s confirmation of its next Super Bowl halftime show headliner, the platform just unveiled a new brand identity designed to give it a sound of its own.
The rebrand, created by TBWA\Media Arts Lab (MAL), centers on the concept “made by sound.” The centerpiece is a new mnemonic, a short audiovisual signature for the brand.
Working with music producer Fred Again and sound design company Nest Acoustics, Apple and MAL played music through a transducer—a device that converts an audio signal into physical vibration—set in a shallow bath of mineral oil. They filmed the resulting ripples and waves.
That footage informed the new visual identity. The wordmark pairs the Apple symbol with a custom version of SF Pro, the company’s typeface, in bold lowercase letters meant to reflect the energy of music.
The new look will start appearing across Apple Music’s original content and event programming this week. The brand teased the new logo last month as part of the marketing for Apple Music Hall, its new live entertainment venue in London.
Earlier this month, some social media users criticized the minimalist black-and-white Apple Music app icon that arrived with the iOS 27.2 update.
Out-of-home ads will show off the new identity.
Apple released a behind-the-scenes film showing how it went from a piece of music to the finished design.
Earlier this week, Puck reported that Jay-Z is set to headline the Apple Music-sponsored halftime show at the Feb. 14, 2027 Super Bowl 61; however, the NFL, Apple, and Roc Nation have yet to confirm. Miley Cyrus and Justin Bieber were also reportedly in the running.
