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Apple Music的新品牌打出了所有正确的音符

+$Apple Music has launched a clever new visual identity based around a musical note logo. A 30-second advert entitled Anthem was released today, and kicks off the campaign in style.

+$The video sees individual artists from the music streaming service's extensive catalogue being represented as a stylised musical notes, set to a banging backing track.

+$Each musical note style flashes up on the screen for a split second, making for a fun game of 'name that artist' – there's everyone from Lorde and Drake to Sam Smith, Eminem and Fleetwood Mac in there, if you're quick enough to catch them.

+$The playful ad is also an impressive showcase of different design disciplines, including a whole range of techniques and approaches to match each artist, genre or playlist on show.

+$There's illustration, VFX and live action footage, and a whole lot of stellar 3D work (one render looks like it's been made from rainbow plasticine; a bouncy ball note holds for a second and then collapses to the ground). The diverse imagery is tied together with the note motif.

A range of design disciplines are featured

+$A range of design disciplines are featured

+$Some scenes reference an artist's personal brand – a hirsute pair of quavers flicks its two-tone fringe as an unmistakable Sia; patent thigh-high boots poke through a cutout note as a tribute to St. Vincent.

+$Others integrate the note into existing music videos from past and present chart-toppers: a bubbly note hovers behind Demi Lovato in a clip from Sorry not Sorry; a lit-up note flickers in the background of FKA Twigs' Two Weeks video.

Some scenes see the note integrated into existing music videos

+$Some scenes see the note integrated into existing music videos

+$Also included are more abstract references to Apple Music's curated playlists, for those who want to discover new artists within their preferred genre.

+$It's a smart way of reflecting the diverse range of different artists and musical styles on offer. The Apple Music service – a rival to Spotify – launched two years ago, and enables customers to stream music or video from an extensive library for a monthly fee.

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