YouTube now has its own uniquely YouTube aesthetic in the shape of a brand new font family, YouTube Sans. The font was developed by brand and innovation consultancy Saffron* which prides itself on its disruptive thinking to “make brand vision a reality”. And the starting point of disruption for YouTube was a redraw of the company’s ubiquitous Play Button to give it perfect curves and angles.
Did we say the Play Button was ubiquitous? We did. Saffron and YouTube have made it part of the new font glyph set so it can be typed just like any other letter or symbol.
And what about the rest of the set? “We’ve developed a font that combines the vibrant, user-friendly world of YouTube with the bold, freewheeling world of cinema and entertainment,” Saffron says. “YouTube Sans is the only visual asset that links every touch point of YouTube TV… It is slightly quirky and expressive, but also simple and bold, just like the platform it calls home.”
*In partnership with Letterjuice in Barcelona and URW++ in Hamburg