Key Takeaways
- YouTube is revamping its visual identity to unify its various aspects and position itself as a broad-based entertainment brand.
- The changes include a new illustration style, a display typeface called YouTube Display, and a motion identity that captures elements of YouTube content.
- The makeover aims to bring a greater sense of cohesion to YouTube’s sub-brands, including YouTube TV, Shorts, Music, Premium, and Kids.
- The new look is guided by the concept of feeling "alive" and is currently rolling out globally.
- YouTube is expanding into channels like connected TV and streaming, increasing competition with conventional film and TV platforms.
Introduction to YouTube’s Rebranding
YouTube is undergoing a significant transformation as it revamps its visual identity to better unify its various aspects and position itself as a broad-based entertainment brand. The changes, which include a new illustration style and a display typeface called YouTube Display, are designed to bring a greater sense of cohesion to the platform’s sub-brands, including YouTube TV, Shorts, Music, Premium, and Kids. The makeover is guided by the concept of feeling "alive" and is currently rolling out globally. According to a press release, the changes are intended to capture the dynamic and creative spirit of YouTube’s content, while also providing a more consistent appearance across its various offerings.
The Design Process
The design process behind YouTube’s rebranding was led by the company’s in-house creative team, with assistance from Sharp Type on the typeface and Gesture Systems on the illustration framework. The team aimed to create a visual identity that would unify the various aspects of YouTube’s business, while also reflecting the platform’s dynamic and creative spirit. The new illustration style and display typeface are inspired by YouTube’s logo, and are designed to be flexible and adaptable across different contexts. The motion identity, which is YouTube’s first, is meant to capture the energy and movement of YouTube’s content, with a demo reel showing YouTube clips rocking back and forth and bouncing around in response to what’s happening on screen.
Goals and Objectives
The goals of YouTube’s rebranding are to create a more cohesive and consistent visual identity across its various sub-brands, while also positioning the platform as a broad-based entertainment brand. According to Kieran Mistry, head of design at YouTube’s Creative Studio EMEA, "When a brand lives everywhere, it risks feeling like nowhere. Our task wasn’t to reinvent YouTube, but to design a system that connects its many sides — unified but never uniform." The rebranding is also intended to reflect YouTube’s expansion into new areas, such as connected TV and streaming, and to provide a more engaging and dynamic experience for users.
Broader Industry Trends
The rebranding of YouTube comes at a time of significant change in the social media landscape, with the rise of generative artificial intelligence and the implementation of more e-commerce features to make video content shoppable. YouTube is also facing increasing competition from conventional film and TV platforms, such as Netflix, as it expands into channels like connected TV and streaming. However, the platform is well-positioned to compete, with its short-form content offering, Shorts, gaining traction with advertisers and viewers. Google’s ad revenue derived from YouTube rose 15% year over year to $10.26 billion for the Q3 period ended Sept. 30, demonstrating the platform’s continued growth and popularity.
Conclusion and Future Directions
In conclusion, YouTube’s rebranding is a significant development that reflects the platform’s continued growth and evolution. The new visual identity is designed to unify the various aspects of YouTube’s business, while also positioning the platform as a broad-based entertainment brand. As the social media landscape continues to change, YouTube is well-positioned to compete, with its expansion into new areas, such as connected TV and streaming, and its continued investment in short-form content. The future of YouTube will be shaped by its ability to adapt to changing user behaviors and technological advancements, while also maintaining its position as a leading entertainment brand. With its new visual identity and continued innovation, YouTube is poised to remain a major player in the entertainment industry for years to come.
