By Melody Korongwe
YouTube, the world’s largest video-sharing platform, has unveiled a subtle yet impactful brand refresh, showcasing its commitment to enhancing user experience and embracing contemporary design trends.
At the heart of this refresh is a vibrant new hue, carefully crafted to honor YouTube’s legacy while modernizing its visual identity.
With billions of users tuning in daily, YouTube’s iconic red logo has been synonymous with the brand since its inception in 2005. However, as the platform continues to grow and evolve, its design team recognized the need for a refresh.
“Our refresh journey began by identifying YouTube’s most outdated elements through research,” explained Robyn Lee, Visual Design Lead. “Color was among the top three, so we knew that refining our palette would have an immediate and significant impact,” she added.
Robyn described the update as a meaningful progression rather than a radical overhaul. The goal was to refine the existing design rather than completely reinvent it. Since red is a fundamental part of YouTube’s identity, it required careful consideration. Instead of starting from scratch, the team focused on improving and modernizing what was already in place.
Meanwhile, Tom Moran highlighted that YouTube undergoes frequent updates—over 1,700 per year—yet users often don’t notice minor adjustments.
He emphasized that by combining valuable features with design changes, YouTube could make its evolution more apparent.
Furthermore, he pointed out the opportunity to rethink color usage to enhance the user experience, particularly by drawing attention to key interactions like the “like” and “subscribe” buttons.
Similarly, Robyn Lee noted that YouTube has experimented with various shades of red over the past 20 years. The 2017 pure RGB red, however, posed several issues—it appeared too harsh, looked orange on some screens, and caused burn-in on TVs. These technical challenges made it clear that a change was necessary.
As part of the refinement process, Jessie Zo, Senior Visual Designer, explained that “by adjusting to a slightly cooler shade, we resolved these issues while adding an approachable and vibrant personality. The goal was to honor YouTube’s legacy while giving it a modern touch.”
Additionally, Linda Hong, Product Manager, stressed the importance of creating a welcoming environment for YouTube’s diverse audience.
She explained that the team deliberately avoided colors that felt overly intense, cold, or corporate, ensuring the new design remained inclusive and inviting.
Moreover, Amy Yip reflected on the significance of red as a bold and culturally diverse color. The team had to evaluate whether it still represented YouTube’s brand.
“To answer that, we aligned our new red with YouTube’s mission and creative principles—welcoming, engaging, dynamic, and unified,” she explained.
To enhance YouTube’s visual identity, Robyn Lee described the introduction of a red-to-magenta gradient.
“We wanted to add a sense of motion, so we incorporated a gradient transitioning from red to magenta. While orange and yellow were considered, magenta stood out due to its association with imagination and evolution. We also placed the gradient at a 45-degree angle with magenta on the right to symbolize forward movement,” she added.
Building on this, Jessie Zo elaborated on the selection process. “Once we settled on magenta, we explored different shades, from coral to purple tones, to ensure it felt fresh yet adaptable for future evolution,” she noted.
Meanwhile, Amy Yip emphasized the importance of using red selectively.
“Red remains central to YouTube’s identity, but overusing it would weaken its impact. To preserve its significance, we limited its application to key areas,” she explained.
To ensure consistency across the platform, Robyn Lee stated that the team developed a structured framework to guide the use of brand colors.
“We created a system to define where and how our brand colors should be applied, focusing on key elements such as brand marks, identity components, and signature UI moments. By sharing this framework with UX teams, we empowered them to use colors thoughtfully in ways that enhance user experience,” she said.
Ultimately, this refresh strikes a balance between honoring YouTube’s legacy and evolving its design for a modern digital landscape. Through thoughtful color adjustments and strategic application, YouTube continues to enhance its visual identity while maintaining its recognizable brand presence.
Melody Korongwe is a driven and ambitious journalist with a strong passion for storytelling. Holding a Bachelor’s Degree in Journalism, Media, and Broadcasting from the University of Zimbabwe, she possesses a solid foundation in newswriting and media principles. With a keen interest in contributing to the media industry, Melody is dedicated to leveraging her writing skills to produce high-quality content. She can be reached at melodykorongwe4@gmail.com or +263 786 640 520