YouTube
- Deliverables
- Product Sounds, App Sound, Sound Logo
- Application
- In Product, TV Commercials, Audio Advertising, Social Media, Digital
Project Overview
As YouTube began to roll out both YouTube TV and YouTube Music services, they reached out to us to create their sound logo and in app sounds to accompany both services. to the in app experience and
Brand Expression
YouTube is a community that prides itself on a massive range of content, from polished, high production to raw, personal content with a through line that speaks to the human touch. Core to this effort was expressing humanity in a delightful way that lends itself to a feeling of Illumination and discovery supporting the platforms goal of exposing people to new, exciting types of content.
Execution
During our competitive audit, we took note that most streaming services and traditional networks have used more textural based sound logos that we wanted to differentiate from. In order to do this we took a balanced approach that has a distinct, memorable melody supported by textural layers and beats that add depth and immersion. We also wanted to keep the melody consistent across both services for consistency while having flexible rhythm elements that support the intended platform.
We wanted to give the feeling of Illumination and discovery as the platform is designed for people to explore new and exciting content.
Design System
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Humanity
Percussion inspired by the thump of a heartbeat
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Discovery
Rich textural elements that pull you into the experience
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Dynamic
Bouncy melody that utilizes multiple layers and polyrhythms
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Vibrant
Beat element that pushes the sound logo to a more contemporary space
YouTube TV Sound Logo
YouTube Radio Sound Logo
In App Sounds
