In depth

YouTube creates a new generation

At a time when the internet is criticized for fueling division and distrust, YouTube Creators for Change set out to help demonstrate the incredible power its community has to generate a positive social impact.

YouTube Creators for Change is a new initiative dedicated to amplifying the voices of role models who are tackling difficult social issues with their channels. From combating hate speech, to countering xenophobia and extremism, to simply making the case for greater tolerance and empathy toward others, these creators are helping generate positive social change with their global fan base.

Concept

The concept of creating a graphic system came about because we wanted a system of graphic shapes and symbols to form a unified visual language, while also allowing for diversity across the creative executions. The inspiration mainly draws from the graphic "overlays" which a lot of YouTubers add on top of their videos. They often have very rough, "quick and dirty" expressions. Visually, the design is inspired by the two distinct artist movements: Neo Expressionism and Pop Art.

Graphic library

YouTube Creators for Change is a vibrant, living, and constantly evolving community — just like the YT brand.

The Creators for Change design system is made up of five elements – Logo, Typography, Color, Graphic Layers and Photography. Any given piece of communication is always made up of at least three of these five elements.

Backgrounds were created as larger shapes so that they fill out and frame any given format.

Middleground shapes are more dynamic and organic. These are layered on the background shapes to create contrast and unique expression for each creator.

Creator portraits are cut out to emphasis the collage effect. A technique already used by creators on YT.

Each ‘group’ of foreground symbols represents a different topic or theme — inspire, share, change, advise, believe, discuss. Creators can choose the symbols that support the message or content they are sharing.

The system allows for a diverse, yet unified, visual expression for the Creator for Change brand across all communications. Enabling the Creators to layer shapes and different elements easily allows for unique expression and personality.

Brand book

Type:

Branding

Client:

YouTube

Deliverables:

Concept

YouTube creates a new generation

For a generation who spend the majority of their life online and are heavily influenced by video content they find there, YouTube Creators for Change provides a counter-narrative to combat extremism, hate speech, and xenophobia they encounter.

We set out to develop a new Brand Positioning and Visual Identity that felt as fresh, bold and empowering as the platform itself, connecting with Creators, the YouTube generation and beyond. Creators are the heart and soul of Creators for Change. Their talented and passionate voices bravely speaking out against hate and extremism online. That’s why the Visual Identity we designed took its inspiration from this idea of creators positively “hacking” the existing narrative. Overwriting this with their own bolder, louder and more vibrant counter-narrative.

In depth

Concept

Graphic library

Brand book

Scalability

The different graphic components are designed for flexibility and scalability. From self-made Creator social posts to official campaign posters, the organic nature of the shapes, symbols and cutouts ensure that the visual identity is easy to apply to any format.