Sound Strategy
Deliverables
Product Sounds, App Sound, Sound Logo
Application
In Product, TV Commercials, Audio Advertising, Social Media, Digital
Project Overview
YouTube partnered with us to develop a cohesive sonic identity for its YouTube TV and YouTube Music services, focused on crafting YouTube sounds that reflect the platform’s human-centric and diverse content. The objective was to craft a sound logo and in-app audio cues that evoke feelings of illumination and discovery, aligning with YouTube’s mission to expose users to new and exciting content.
Brand Expression
The design system was built around four key principles: Humanity, Discovery, Dynamics, and Vibrant. ‘Humanity’ represented through percussion inspired by the thump of a heartbeat; ‘Discovery’ with rich textural elements that draw users into the experience; ‘Dynamic’ with a bouncy melody utilizing multiple layers and polyrhythms; and ‘Vibrant’ incorporating beat elements that push the sound logo into a more contemporary space.
Results
The resulting YouTube sounds are now heard across in-product experiences, global TV campaigns, audio advertising, social media, and digital content, creating a consistent and emotionally engaging audio identity recognized worldwide.
Our goal was to give users a sense of Illumination and curiosity, matching the platform’s core value of enabling discovery.
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
Audio cues were designed to complement tactile interactions, each one optimized for clarity, delight, and brand consistency. Contact us today and start crafting the audio experience your brand deserves.
