Like him or not, all Apple Music users will experience a small piece of Fred again..‘s sound every time they use the service.For decades, Apple has been a leader in creative marketing and branding.
Last year, they used practical effects to create a new Apple TV logo that mirrors their products and applications’ “liquid glass” design.Now, they worked with the electronic music superstar and NEST Acoustics to give Apple Music a design overhaul.
In a behind-the-scenes video, Apple representatives explained that they wanted to visualize sound using “the perfect soundwave.” So they naturally partnered with Fred, to whom they refer as “one of the world’s best music artists,” to create the sound.To achieve this, they take sounds and play them through a custom rig featuring glass logos suspended in water that’s manipulated by soundwaves.
The final product is a small but identifiable tone from the superstar artist that not only sounds pleasant but creates a beautiful, aqueous ripple effect over Apple Music’s text and logos.You can check out the behind-the-scenes video featuring the sounds of Fred again..
being transformed into Apple Music’s new logo....