YouTube

Deliverables: Sonic ID and Audio UX

Project Overview

As YouTube began to roll out both YouTube TV and YouTube Music services, they tapped us to create some sonic id and ux concepts that would unify the experience and express the YouTube brand ethos.

Brand Communication

YouTube is a community that thrives off of creation that is raw at times and real so we wanted to express this humanity in our ideation of what the YouTube TV and Music sonic pallet could sound like. We also wanted to give the feeling of Illumination and discovery as the platform is designed for users to step into a new world and discover new and exciting content.

Brand DNA

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Humanity

Percussion inspired by a beating heart
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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 ID to a more contemporary space

We wanted to give the feeling of Illumination and discovery as the platform is designed for users to step into a new world and discover new and exciting content.