YOUTUBE GAMING

COLLINS

In a time where the community of streamers and creators grows stronger, YouTube Gaming wanted to better define itself as not just a place where gaming content can be viewed, but also the new home of some of the most magnetic gaming creators. And, perhaps most importantly, it is a unique point where communion, creation, vulnerability and expression converge to forge a new kind of community: One where you make the outcome as both a creator and a fan. 

The identity system builds upon the YouTube masterbrand and carves out a distinct flavor within the language. It draws deep from the vernacular of both the video game and streamer experience through holographic colors and treatments, as well as a dynamic heads-up-display (HUD) graphics reminiscent of nearly every video game in existence. The system champions the brand’s connection to its fan-powered community by showcasing creators at the center of the expression. It is anchored by a typographic system employing a strong sense of perspective, alluding to the protagonist-oriented nature of video games. The system immerses itself in the world of not only video games but the universe in which creators and their fandoms continue to build their sense of community.