"Two decades after its first upload, YouTube is entering its next chapter with a refreshed global marketing identity developed in-house by YouTube Creative Studio. Rolling out across Shorts, Music, TV, Premium and Kids, the system is designed to unify a brand that now lives across formats, screens and cultures, while staying rooted in the content that made it a cornerstone of the internet in the first place."
"The central idea behind the new identity is quite simple: Alive. Content is YouTube's heartbeat, so the brand needed to move with it rather than sit alongside it. That thinking underpins a reactive, dynamic system that responds to real content, real culture and real moments, mirroring how people actually experience the platform. Crucially, the team resisted the temptation to start from scratch."
"The rebrand responds to a familiar challenge facing today's content platforms. As products multiply and audiences fragment, brand expression can easily splinter too. YouTube's visual language had grown in different directions across teams and markets, and so the task was to bring everything back together without sanding off the personality that creators and viewers recognise. "When a brand lives everywhere, it risks feeling like nowhere," says Kieran Mistry, who led the project during his tenure at YouTube's in-house Creative Studio EMEA."
YouTube introduced a refreshed global marketing identity developed in-house and rolling out across Shorts, Music, TV, Premium and Kids. The redesign unifies brand expression across formats, screens and cultures while remaining rooted in creator-driven content. The update responds to fragmentation as products multiply and audiences diversify, preventing brand expression from splintering. Visual language had diverged across teams and markets, so the system reconnects familiar elements without removing recognizable personality. The identity emphasizes being Alive, creating a reactive, dynamic system that responds to real content, culture and moments while building on existing cues like red, white and black, the play bar, and social language.
Read at Creative Boom
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