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YouTube has a new logo

Serviceplan
Christine Lischka

Christine Lischka

Managing Partner, Serviceplan Design Hamburg

  • ZARA goes high class - 4. February 2019
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  • YouTube has a new logo - 4. September 2017
  • A logo like a sunrise - 30. March 2017
  • Pleasantly modest and not overbearing - 19. July 2016
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Actually, this isn’t completely true. Brands that expanded during the era of digital transformation no longer have a traditional logo with fixed specifications incorporated into a rigid system. Logos that have primarily been designed to work on digital platforms have to meet new requirements.

They always needed to be simple and succinct – but now they also have to be versatile. This means that logos should work, have a dominant position and convey a consistent brand message in every context and on every channel.

As a brand, YouTube has changed from a product to a service. There is now YouTube Kids, YouTube Games, YouTube TV, Music, etc. All of this no longer fits within one brand that only represents one of these channels. That’s why the company needs a logo that represents all of these services. The new YouTube logo shows precisely this expansion in content; it takes the emphasis off the (television) “tube”, both verbally and as a symbol. YouTube is creating an independent figurative mark with the red “play button” symbol.
Together with the word mark, the logo forms a strong cross-channel word/figurative mark.

The appearance of the logo’s writing and images is minimalistic and clear. By merging the two parts of the name into one word, the word mark has become more compact. This new simplicity gives the logo structure and, therefore, an improved design.

So no, it’s not a revolution, but rather a logical development. YouTube shares entertainment content but isn’t an entertainer itself. And that’s a good thing.

This page is available in DE

4. September 2017/by Christine Lischka
Tags: YouTube, Logo, digital transformation, word-figurative-mark, brand message, typography, iconography
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https://serviceplan.blog/sp-content/uploads/2020/05/SP-Logo-Default-Blog.jpg 1920 1920 Christine Lischka https://serviceplan.blog/sp-content/uploads/2022/10/2020_SPGroupLogo_Blog_EN02.png Christine Lischka2017-09-04 10:34:422017-09-05 10:25:42YouTube has a new logo
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