Watching some videos today I noticed something new (well, it’s was news about 2 weeks ago apparently). Youtube has a new logo! It’s more of an update, but still!
I happened to glance at the upper left corner of the screen and wondered “What’s up with that bar code looking thing?..”, realising there was something new about the YouTube logo. It felt darker, more condensed, slightly illegible and well, different. And as with any change, I felt conflicted about it. Good or bad, I thought I’d take you through a designers perspective, when dissecting a logo design.
1. The old vs. the new
So this is the gist of it. Obviously Youtube is trying to tighten the brand across all channels and devices, using the player icon as the main symbol, wether it be an app icon, video player icon or logo, it’s now all the same, reinforcing the brands identity and recognition. Makes sense. Being able to use the player symbol as a stand alone symbol will work great for smaller screens. The typeface is however still the same. I assume they’re taking it one step at a time. But what happens when you take the “Tube” out of the red blob?
2. Less space between You & Tube
The word “Youtube” now becomes one single unit, removing the space between the two words. Making it appear more solid and “heavier”. The symbol is now way cleaner, with just one simple white arrow, but the text is looking a lot busier…
3. It appears darker and more condensed
By “heavier” I refer to the level of blackness in the word mark. This is caused by the font already being very thick and condensed, so when removing the space between the two words “Youtube” it becomes one big black mass. When I said I saw it as a “bar code”, what I meant was that I periceve the logo as a bunch of thick vertical lines.
4. Appears more uneven
When “Tube” was still inside of the red blob, the red blob gave the logo a straight horizontal top line. Now that “Tube” is free, the horizontal top line becomes very uneven, makingthe right side of the logo look “busier”. The typeface has a very high “Y”, “T” and “b”. Which I feel.. is’nt quite optimal. (Although I do like quirky-ness in a logo, to a certain extent.)
My eye also focused on the bottom horizontal line, noticing the spurs on the u’s and b’s. Making the bottom line appear quite jagged, and uneven. The thinner bottoms on the u’s and b’s also enhances the feeling of thicker vertical lines.
5. Over all height is now more even
Without the blob, the overall height of the logo is now more even (although I think it appears more uneven now).
6. Less tall, but wider
Adding a symbol obviously makes the entire logo wider than the old one.
7. The bar code I was talking about
Especially when seen in smaller sizes, the text part of the logo appears extremely condensed and heavy. I’m naming it “the bar code effect”.
Overall, this update makes total sense. Im pretty sure they’ll eventually tweak the type of the logo too. I never intended to rate the logo in any way, just wanted to share my thoughts for you all to understand what actually goes into designing a logo. A very summarised short attempt. If you enjoyed it, let me know and I’ll do more of these!