Brand DNA
YouTube
YouTube is the world's largest video platform, where anyone can publish and creators build channels, audiences and businesses.
52%
Background#FFFFFF
28%
Secondary#F9F9F9
12%
Text#0F0F0F
5%
Primary#FF0000
3%
Surface#282828
Typography
Aa
YouTube SansDisplay · Modern & cleanRobotoText · Softly rounded
Interface type: compact, medium weight, sentence case. Titles truncate rather than shrink.
Tone
Never
promise views or subscriber growth
use a creator's work without credit
hide a paid promotion
Never says
content assetseyeballsmonetisation funnelvirality
Sounds like this
Your first thousand subscribers, and what to do next.
Direct and creator first. Short sentences, plain words, no platform grandstanding.
Audience
Creators publishing video, and the billions of people who watch them instead of television.
Loves
+Anyone can publish
+Creators earning a living
+Long form as well as short
Loathes
×Clickbait
×Reuploads of other people's work
×Metrics as a personality
The hill it
would die on
would die on
The next person to change the medium does not have a studio yet.
DensityDense
AlignmentLeft
MotionLively
AddressInformal
YouTube · brand DNA at a glance
10 of 12 traits
