The new identity I created was rooted in Siri’s past. I combined the responsive sound waves introduced in iOS 7 with the bright, primary colors of Apple Watch to form something new yet familiar. This became Siri’s visual identity from 2015 to 2020. I’m listed on Apple’s patent.

I explored many directions, from smoke and particles to circular forms, before landing on a mirrored waveform that scaled cleanly across every device. It needed to look great on both a 50-inch TV and the tiny Apple Watch, so flexibility and clarity were core to the design.

I refined the system through variations in color, waveform behavior, and responsiveness, including explorations that adapted to a user’s voice frequency. I then partnered with a coworker to prototype in a live coding environment, locking in the sine-wave style, responsiveness, and behavior before handing it off to engineering.

The result is a unified visual identity for Siri – consistent across the entire Apple ecosystem and designed to look great on any screen, large or small.