Can A Font Be A Whole Brand? YouTube Thinks So

The font, called YouTube Sans, is really distinct Google’s normal proceed to fonts, that is best described by a company’s anonymous, informational Roboto. Roboto is built to have small to no personality, to adjust to any situation, and to usually communicate data. YouTube Sans, on a other hand, is a new temperament sneaking in letterforms. And it was designed by a general branding organisation Saffron to be only that.

[Image: pleasantness Saffron]

“We didn’t wish it to be too generic. You go, ‘oh, it’s only there,’” says Saffron artistic executive Matt Atchison, who led a project. “We wanted to emanate something that entered someone’s consciousness, and so bit by bit, people start to catch this typeface and a message: ‘Ah, that’s YouTube TV articulate to me!’”

For those unknown with YouTube TV, a use is Google’s latest enlargement into tellurian media domination. It’s not adequate for Google that people watch 3.25 billion hours of calm on YouTube any month. With YouTube TV, a association wants to offer some-more live-streamed and normal “cable” content, too. That means it’s competing with everyone from Comcast and DirecTV to subscription streaming services like Netflix and Hulu for a tens of billions of dollars potentially adult for grabs in a market.

[Image: pleasantness Saffron]

Google rubbed a interface and knowledge pattern of YouTube TV in-house. But it brought on Saffron to cruise how a code itself would be baked in. What Saffron’s designers satisfied early on was that they had really small to work with. YouTube TV was meant to be a Spartan media experience–the frigid conflicting of Netflix. Netflix had a black credentials with white text. YouTube TV would keep YouTube’s normal white credentials with black text.

[Image: pleasantness Saffron]

“When we were articulate to a UX group [at Google], they started to give all a technical limitations, and we say, ‘Okay, right, it’s going to be a white interface with content, and over that, there’s really small room for expressing an temperament or personality,” says Atchison. “Of course, one of a things we know will live via a user knowledge is a typeface, and a approach that calm is communicated. So that’s where we focused a attention.”

The doubt became, if YouTube TV’s rise could demeanour like anything, what should it demeanour like? Should it be medieval like a journal headline? Should it be blocky like a Hollywood film marquee? The group indeed found a impulse in YouTube’s core interface element–not a logo, that users indeed see comparatively infrequently–but a one thing YouTube had before any of a online competitors: a play button.

[Image: pleasantness Saffron]

Of course, it’s not only any play button. It’s YouTube’s play button, what Atchison lovingly calls “a lozenge with a triangle in it.” The outward is curvy, roughly like an Altoids can. The inside is a sharp, normal play arrow.

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