On 21 October, Apple Music unveiled a new identity. Its logo was created by passing sound through a pool of oil, made with the musician Fred again.., and the brand moved to a black-and-white palette. It follows Instagram’s first wordmark update in about a decade in August, and Coca-Cola’s single global visual system in July. Three very different brands, one shared lesson about where brand identity is heading as AI makes images easier than ever to produce.
Craft as a signal
When images can be generated in seconds, a mark with a real making process carries a story that is hard to copy. Apple Music’s logo is not only a shape. It is evidence of how the brand thinks about sound, captured in a physical process.
Not every brand needs a physical experiment. But every identity benefits from an idea that explains why it looks the way it does. That idea gives designers something to build on and gives audiences something to remember.
Refine, don’t restart
Instagram kept its familiar script and refined the details. Coca-Cola focused on bringing one consistent look to packaging, retail and digital across its markets. Both protected what people already recognise and improved how it works in today’s contexts.
For established businesses, a careful refresh is often more valuable than a reinvention. The goal is a stronger version of a brand people already trust.
Every identity benefits from an idea that explains why it looks the way it does.
Think in systems
Modern identities appear on app icons, in motion, across social formats and, increasingly, in content produced with AI tools. A logo alone cannot hold all of that together.
A clear system of typography, colour, motion, imagery and rules lets a brand stay recognisable wherever it appears, even when many people and tools are producing the work.
Identity in an AI-heavy world
As AI-generated imagery becomes common, generic visuals become easier to ignore. Distinctive brand assets, such as a recognisable mark, an ownable colour, a consistent tone of voice and a clear photographic direction, become more valuable.
Brand guidelines also need to cover how AI tools are used: which assets can be generated, which must be crafted, and how outputs are reviewed for consistency.
The power of restraint
Apple Music’s move to black and white is a reminder that restraint can be as striking as colour. Removing elements can make the remaining ones stronger.
For many brands, the most effective update is not adding something new but simplifying what is already there.
Applying these lessons
You do not need Apple’s budget to apply these ideas. Start by writing down the idea behind your brand in one sentence. Check whether your logo, colours, typography and imagery all express it. Then look for one way your brand could show its craft, for example custom photography, a distinctive illustration style or a signature motion detail.
Guidelines for a busy world
Modern brand guidelines need to be practical and accessible. Templates for common formats, clear examples and simple rules help many people produce on-brand work quickly. Guidelines that live in a long PDF nobody opens protect very little.
Questions for your brand
What idea explains why your brand looks the way it does? Which recognisable elements should any update protect? Is your system clear enough for many people and tools to use consistently? Answering these honestly is the best starting point for any identity work.
Key questions to ask
- Find the idea that explains your brand’s look.
- Protect the elements people already recognise.
- Build a system, not just a logo.
- Set rules for how AI tools use brand assets.
