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.
At the beginning of the exploration we identified that we wanted to communicate something that expresses a sense of humanity. Most of Youtube’s contributors are amateurs so we wanted to support this by expressing humanity through imperfection, grittier sound elements and organic instrumentation. We also wanted to give the feeling of Illumination and discovery as the user is about to step into a new world and discover new and exciting content. And lastly, Youtube is a brand that exists between the tech space and the media space so we wanted to balance between the more utilitarian sound design you find across tech with more of the color and personality you find across media. The 2 directions (Illuminating and Human) below showcase how these ecosystems could scale between Sonic ID and UI to build a holistic ecosystem. You’ll also notice that the Youtube TV and Youtube Music sonic id’s have some subtle differences that tailor each one to their given medium of music vs tv. This is intended to show that the sonic id’s can be flexible per medium and can also be adaptable across mood or style.