YouTube has gone public with its long-awaited makeover.
As the venerable video platform celebrates its 20th birthday, it is refreshing its brand iconography. YouTube’s new look adjusts the color of its assets, icons, and interfaces. The iconic shade known as “YouTube red” is being lightened to a “softer shade of red” that will show up across the platform’s user interface. In some cases, the pinkish hue will be combined with familiar YouTube colors to form a “dynamic red-to-magenta gradient.” You can look for that colorful effect, for example, on the video progress bar.
YouTube’s brand refresh emphasizes its evolution over two decades. Its previous shade of red, for example, tended to cause “burn-in effects” on TV screens. YouTube’s living room presence continues to grow, and its more mellow look will better serve viewers who are watching on TVs.
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The update also includes new “motion language” that gives YouTube a more kinetic look. With little pops and jumps, the platform’s icons will come to life. That update also recognizes the greater diversity of YouTube’s viewing formats compared to 20 years ago. “Our motion language is designed to account for different screen sizes and limit jarring movements to avoid overwhelming users or making them feel nauseated,” said YouTube Senior Motion Designer David Amichai.
YouTube’s previous redesigns have drawn criticism, so the desire to avoid overstimulating users is a prudent choice. But after testing its latest refresh for months, the official rollout is a bit underwhelming. The shift is so subtle that some users might not even notice a difference.
In the Tubefilter newsroom, YouTube’s refresh got us curious: What if the platform opted for a more jarring change? Would YouTube ever give up its legendary play button in favor of a more telling icon?
The play button, of course, is almost synonymous with YouTube. It shows up across the brand’s assets and appears on the blingy trophies that are sent to creators who surpass subscriber milestones.
As memorable as the play button is, it’s not exactly the most accurate representation of the YouTube experience. What was the last time you actually clicked a physical play button to watch a video? The symbol isn’t compatible with the viewing experience on mobile devices or TV screens. If YouTube is trying to update its imagery to better reflect its multiformat status, maybe it’s time to press stop on the play button.
I know, I know. Who really cares? At the end of the day, we’re talking about cosmetic choices on a platform treasured for its technological and cultural advancements.
A misaligned logo, however, can do major damage to a social media brand. Just look at Instagram. The Meta-owned app is hanging onto its famous camera logo, even as it depreciates photo posts in favor of short-form videos. The camera icon sets an expectation that the current version of Instagram struggles to meet. When users expect photos but get videos instead, they can get so upset that they start a petition to “make Instagram Instagram again.”
Perhaps the play button isn’t as egregious a misalignment as Instagram’s camera, but hasn’t it outlived its usefulness? If YouTube is going to go through the trouble to test new designs for months, I’d love to see the design team try out something more drastic.
