YouTube
- Deliverables
- Product Sounds, App Sound, Sound Logo
- Application
- In Product, TV Commercials, Audio Advertising, Social Media, Digital
Project Overview
When YouTube launched its YouTube TV and YouTube Music services, they tapped us to develop a cohesive sonic identity that reflects the platform’s diverse and human-centric 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’ was represented through percussion inspired by the thump of a heartbeat; ‘Discovery’ through rich textural elements that draw users into the experience; ‘Dynamic’ with a bouncy melody utilizing multiple layers and polyrhythms; and ‘Vibrant’ by incorporating beat elements that push the sound logo into a more contemporary space.
Results
The resulting sonic branding is now heard across YouTube’s in-product experiences, TV commercials, audio advertising, social media, and digital platforms, providing a unified and engaging audio identity that resonates with users worldwide.
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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Sorry, your browser does not support this audio format.
Vibrant
Beat element that pushes the sound logo to a more contemporary space
YouTube TV Sound Logo
YouTube Radio Sound Logo
In App Sounds
