The You Tube logo is being refreshed, shifting the emphasis away from the word “Tube” and onto the familiar play button which has already become an iconic shorthand for the company.The service is also getting a new typeface, color scheme, and a bunch of major changes to the look, feel, and functionality of its desktop and mobile app.“We were hoping to build a visual language that would make it easy for folks to recognize it.” Bettig, a Frenchman who joined Google six years ago and has been with You Tube for the past three, led the charge to rethink the logo.
The U in Tube is not the same as the U in You, so if you take them and overlay they don’t exactly line up,” said Bettig.
So you have these dynamic elements that would all be intersecting.” This approach worked well when the designers had it mocked up on a white wall in their studio and in simple prototype apps.
“Then as soon as we dropped it in product it was like, oh yeah, that’s not going to work,” said Bettig.
“It’s pure chaos.” In the end, the art department decided to keep things simple.
They would put a new spin on the logo, but rely on iconography that had, over the years, already come to signify the brand.