The new human-crafted Apple Music brand matters in an AI world

Apple has introduced a new visual identity for Apple Music using its Liquid Glass design language. The article argues that the accompanying behind-the-scenes video makes the rebrand noteworthy because it shows the human work involved in creating it, at a time when AI-generated imagery is becoming common and harder to distinguish from human-made work.

The video features design agency TBWA/Media Arts Lab, producer Fred again.., and a crew using mineral oil, audio-driven ripples and transparent panels to create images of the branding. The author describes the production as elaborate but carefully executed, and says showing the process helps viewers value the people, time and creativity behind the finished visuals.