- YouTube is revamping its visual identity to raised unify various features of its business and firm up a positioning as a broad-based entertainment brand, in keeping with a press release.
- Changes include a brand new illustration style and a display typeface, called YouTube Display, that’s inspired by the positioning’s logo. In addition, the Google-owned platform is introducing its first motion identity, meant to capture elements of YouTube content such as camera shake.
- YouTube’s in-house creative team is behind the work, with Sharp Type assisting with the typeface and Gesture Systems with the illustration framework. The makeover arrives as YouTube continues to realize viewership in channels like streaming TV and command a large share of the creator economy.
YouTube’s identity refresh goals to bring a greater sense of cohesion to a collection of sub-brands the platform said had grown too far in numerous directions by way of design and tone of voice. Now, offerings like YouTube TV, Shorts, Music, Premium and Kids could have a more consistent appearance, one which is guided by the concept of feeling “alive,” including through using what the corporate is looking its first motion identity. The recent look, which follows the twentieth anniversary of YouTube’s founding, is currently rolling out globally and being promoted in out-of-home ads.
“When a brand lives in all places, it risks feeling like nowhere,” said Kieran Mistry, head of design at YouTube’s Creative Studio EMEA and a pacesetter on the rebrand project, in a press statement. “Our task wasn’t to reinvent YouTube, but to design a system that connects its many sides — unified but never uniform.”
A demo reel of the brand new motion identity shows YouTube clips as they rock forwards and backwards and bounce around in response to what’s happening on screen, mimicking the texture of creator videos. Other tweaks could also be harder for an informal viewer to identify. Still present is YouTube’s signature red, black and white color scheme, as well as user interface language such as “like,” “comment” and “subscribe.”
In the announcement, YouTube underscored a desire to maneuver away from static visual language while emphasizing its site as a full-fledged entertainment destination. The broader social media landscape can be quickly changing with the rise of generative artifical intelligence — a serious focus for Google — and the implementation of more e-commerce features to make video content shoppable.
YouTube at the identical time is expanding further into channels like connected TV and streaming as more people tune into the service through front room screens, increasing competition with more conventional film and TV platforms like Netflix. The Google-owned firm has also doubled down on short-form content through Shorts, a TikTok lookalike that’s gaining traction with advertisers and viewers. Google’s ad revenue derived from YouTube rose 15% yr over yr to $10.26 billion for the Q3 period ended Sept. 30.
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