OVER DEZE AFLEVERING
Apple Music has a new identity, and it was made by sound. Music played through a bath of oil, filmed in camera, became the logo. And the red icon most of us know is going black and white.
In this episode of Shallow DeepDive, we look at why giving up the red may have been the smart move, and what it means for a brand's identity to be made from its work rather than drawn to look like it.
- How Fred again, NEST Acoustics and TBWA Media Arts Lab turned notes into a logo
- Why red was never really Apple's colour in music streaming
- Coke kept every asset it had. Apple Music let its best-known one go
- An identity made from the work, and why that's hard to copy
- The brand asset most businesses don't have: a sound
- Making political ads for people who were in the next room
- The behind-the-scenes film as marketing, and the icon that has to work without it
- What a business that isn't Apple can take from it
About Qualls
Qualls is an independent Australian creative agency and an OpenAI Select Partner. We help brands work out what's worth saying and say it plainly. Shallow DeepDive is our short series taking a deep-ish dive into the shallow world of branding, advertising and creative.
https://new.qualls.com.au
#branding #AppleMusic #rebrand #sonicbranding #brandidentity #design #creativedirection #ShallowDeepDive
TRANSCRIPTIE 🔗
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Welcome to Shallow DeepDive, where we take
a deep-ish dive into the shallow world of
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branding, advertising and creative.
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I'm Joe Qualls.
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Today, we're covering the new Apple Music
identity, and why a brand that gave up its
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colour may have ended up with something
better.
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Here's what happened.
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