Apple’s human-crafted Apple Music branding stands out in an AI world
The new human-crafted Apple Music brand matters in an AI world
- Who
- Aurich Lawson
- What
- comments on Apple Music’s human-crafted brand identity and its significance in an AI world
- Quote
As such, I wouldn’t normally find an obvious rebrand like this notable, much less feel like I had much to say about it.
What happened
Apple revealed a new Apple Music brand identity using its Liquid Glass design language. A behind-the-scenes video shows TBWA/Media Arts Lab, producer Fred again.., and a crew using mineral oil and a transducer to create physical ripples around branding printed on transparent panels. The author argues that the elaborate, human-led process matters in an AI world.
The story so far
Apple unveiled a new Apple Music brand identity using its Liquid Glass design language, with a behind-the-scenes video showing how a crew created physical ripples around branding printed on transparent panels. The production involved TBWA/Media Arts Lab and producer Fred again.., using mineral oil and a transducer to produce the ripples. Ars Technica author Aurich Lawson argued that the elaborate, human-led process makes the rebrand noteworthy in an AI world.
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