✨🏄🌍 YouTube’s global rebrand 👀🎥🫶
Once upon a time YouTube was a single, simple product. 20 years later and it’s grown into the world’s largest video platform, with a visual identity that was feeling the strain.
The goal was never to throw everything out and start again, it was to evolve the iconic parts people love, build a cohesive system that actually works, and bring the brand to life for a new era of YouTube.
The mammoth project included creating YouTube’s first motion system (lead by yours truly) to make the brand feel as alive as its content. A spatial, POV-style system that reflects creator content and puts the viewer right in the centre of the action.
Partnering with the legendary
@sharptype , we crafted a new display typeface that elevates and celebrates the iconic character of our wordmark. Modern yet classic, and built in nine scripts so it’s ready to go globally.
And what’s storytelling without a little illustration? We partnered with the one and only
@gesturesystems to create a library of 300+ bespoke illustrations. Offbeat, alive, and built to live within our 3D motion system.
Introducing a shiny new brand that connects YouTube’s many products through one cohesive system – all moving to the same beat. A system that’s always alive, always iconic, and always unmistakably YouTube.
—
Huge shout out to the team who made it all happen:
@kieranmistry @mattsaint Louise Cox
@shauna.Buckley @charlie__jeffries @malaikafrancique @jcollllis @rutosrutos @_beneli @charlie.le.maignan @stefan.iyapah @w_a_alexander @tomjrobinson @jackvanzet @john.grist @jackwimmer , Mat Heinl, Min Kim, Jessica Price, Katee Hui, Dante Sacomani
@davidbruno Jenny Pierce and the rest of the YouTube Creative Studio
