https://www.jesse-lefkowitz.com Jesse Lefkowitz Sun, 23 Apr 2023 20:27:02 +0000 https://www.jesse-lefkowitz.com en https://jesse-lefkowitz.com/YouTube-Doodle-1 Mon, 20 Feb 2023 15:12:38 +0000 Jesse Lefkowitz https://jesse-lefkowitz.com/YouTube-Doodle-1 YouTube Doodle My roleLead Art Director <img width="6500" height="3656" width_o="6500" height_o="3656" data-src="https://freight.cargo.site/t/original/i/aa8bb8b450f2c2eb573b51328c4ffe0391bf8e91597ddd24036bc4dc403d8e4a/YOO_Tarot_Homepage_Final.png" data-mid="169054057" border="0" src="https://freight.cargo.site/w/1000/i/aa8bb8b450f2c2eb573b51328c4ffe0391bf8e91597ddd24036bc4dc403d8e4a/YOO_Tarot_Homepage_Final.png" /> International Tarot Day — Niv Bavarsky 01 — Celebrating communities The Doodle puts a spotlight on the diverse and delightfully esoteric communities of YouTube through a single-day animated takeover of the logo which is accompanied by a larger illustration. I lead a small team of designers who create roughly half of the Doodles in-house. For the remaining half, we partner with hand-picked artists from around the globe to tell stories which speak authentically to our communities. <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/e36a063396083a080ae9f8f2d68a7d9d9e3132483e0ce0e1efb714533201ce3d/01_BHM.png" data-mid="175567422" border="0" src="https://freight.cargo.site/w/1000/i/e36a063396083a080ae9f8f2d68a7d9d9e3132483e0ce0e1efb714533201ce3d/01_BHM.png" /> Black History Month 2021 — Leandro Assis <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/aadbfabffeb1abda20a190d1933a445cca5a5557f52ce744f060883391259b25/01_earthday.png" data-mid="175567423" border="0" src="https://freight.cargo.site/w/1000/i/aadbfabffeb1abda20a190d1933a445cca5a5557f52ce744f060883391259b25/01_earthday.png" /> Earth Day — Chelsea Beck 02 — Freedom &amp; constraint The Doodle affords a wide degree of creative freedom but within a highly constrained format. The logo space, in particular, is tiny and the animation is limited to 10 seconds. It runs only once and resolves to an even smaller lockup. I work to ensure that each pixel does its job to help us tell big stories in a small space. <img width="2036" height="1119" width_o="2036" height_o="1119" data-src="https://freight.cargo.site/t/original/i/465f62ca32cfe3acafb19e90e2e77311ed1bad90ec3a5c7d15c15466e3b0194f/speedruns_storyboard.png" data-mid="169054062" border="0" src="https://freight.cargo.site/w/1000/i/465f62ca32cfe3acafb19e90e2e77311ed1bad90ec3a5c7d15c15466e3b0194f/speedruns_storyboard.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8ad31f8ecb1b7836057936aaf8ea3cb4c0a64598644a1d8e9477750ae4a3458d/Social_dark_1080_x_1080_.gif" data-mid="169054061" border="0" src="https://freight.cargo.site/w/1000/i/8ad31f8ecb1b7836057936aaf8ea3cb4c0a64598644a1d8e9477750ae4a3458d/Social_dark_1080_x_1080_.gif" /> <img width="2631" height="1480" width_o="2631" height_o="1480" data-src="https://freight.cargo.site/t/original/i/0016dfee102fe533bf9bd3e2d6840fc97e93da658439ac42ba31cb8dff628ec0/speedruns_desktop_mock.png" data-mid="169054063" border="0" src="https://freight.cargo.site/w/1000/i/0016dfee102fe533bf9bd3e2d6840fc97e93da658439ac42ba31cb8dff628ec0/speedruns_desktop_mock.png" />Speedruns — Robert Wallace 03 — Letting the artist speak Every Doodle I direct is a collaboration with the artist. This is particularly true when we work with someone from a community our team is unfamiliar with. To help us celebrate the International Day of Sign Languages 2022, we engaged deaf Australian artist Jaycob Campbell (aka Gonketa). Meeting with Jaycob on video via a translator, it was clear how integral rhythm and tempo are to the way he communicates as a speaker of Auslan. We encouraged his desire to bring this energy to the artwork through the use of expressive colors and linework. <img width="2440" height="1120" width_o="2440" height_o="1120" data-src="https://freight.cargo.site/t/original/i/983bb4e45fffd93a152f686f8d92e5419f5ee2bc9cc670528b2b3be9ad5c3edf/yoodle-signtube-v2-dark.gif" data-mid="169054066" border="0" src="https://freight.cargo.site/w/1000/i/983bb4e45fffd93a152f686f8d92e5419f5ee2bc9cc670528b2b3be9ad5c3edf/yoodle-signtube-v2-dark.gif" /> <img width="2440" height="1120" width_o="2440" height_o="1120" data-src="https://freight.cargo.site/t/original/i/dbd1909a1547daa752b8b1d4543bba220516cdbbd0bf64ef1e46dba92e53e9fe/Yoodle---Signtube---Dark_v1.gif" data-mid="169054065" border="0" src="https://freight.cargo.site/w/1000/i/dbd1909a1547daa752b8b1d4543bba220516cdbbd0bf64ef1e46dba92e53e9fe/Yoodle---Signtube---Dark_v1.gif" /> <img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/21a3e5b85d970cd90430d032d4cefeae14b33016d00418c4addf3a4cf49f6cad/YOO_SignTube_Homepage_Channel_Final.png" data-mid="169054064" border="0" src="https://freight.cargo.site/w/1000/i/21a3e5b85d970cd90430d032d4cefeae14b33016d00418c4addf3a4cf49f6cad/YOO_SignTube_Homepage_Channel_Final.png" />SignTube — Jaycob Campbell, Ana Carolina Selected Doodles <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/afa5d336d5b64bb911db5b336367e8cb22a6e971973a294800803bd5e0908746/04_BHM_marco.png" data-mid="175568324" border="0" src="https://freight.cargo.site/w/1000/i/afa5d336d5b64bb911db5b336367e8cb22a6e971973a294800803bd5e0908746/04_BHM_marco.png" /> Black History Month 2021 — Marco Cheatham <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/08c60c3cfce5281610649859fe792cdaed6df14468b8ede690804cb003c8dbca/homepage.png" data-mid="175568425" border="0" src="https://freight.cargo.site/w/1000/i/08c60c3cfce5281610649859fe792cdaed6df14468b8ede690804cb003c8dbca/homepage.png" /> Pride 2021 — Shannon Levin <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/680445ad022d00e220db6a514a6b55b23cc517bbe8f1b3b529363bfd8001e5e7/IWD_logo.gif" data-mid="169054077" border="0" src="https://freight.cargo.site/w/1000/i/680445ad022d00e220db6a514a6b55b23cc517bbe8f1b3b529363bfd8001e5e7/IWD_logo.gif" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/a4a7c1968ad93b00bd2b2f8d9932dd43100481de75c369bbb3985b63e9e8bb6c/04_IWD.png" data-mid="175569510" border="0" src="https://freight.cargo.site/w/1000/i/a4a7c1968ad93b00bd2b2f8d9932dd43100481de75c369bbb3985b63e9e8bb6c/04_IWD.png" /> International Women’s Day 2022 — Paula Cruz, Wednesday Studio <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/3af654ca6736ff0b46f0eefa75e5c5d3d2f51cb1f10b4591ac2061453303fb43/04_billion.png" data-mid="175570320" border="0" src="https://freight.cargo.site/w/1000/i/3af654ca6736ff0b46f0eefa75e5c5d3d2f51cb1f10b4591ac2061453303fb43/04_billion.png" /> Billion Views Club — Niv Bavarsky <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9a1b32d8af553475db15e61f93355464da7f141436d63e58885e9d9d5fe12157/BVC_logo.gif" data-mid="169054073" border="0" src="https://freight.cargo.site/w/1000/i/9a1b32d8af553475db15e61f93355464da7f141436d63e58885e9d9d5fe12157/BVC_logo.gif" /> Billion Views Club — Niv Bavarsky, Freddie Griffiths <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c39834d31b69a69094cc7f412003a7eb16b99ea0a275ccd433e57af1209697e6/Meditation_logo.gif" data-mid="169054079" border="0" src="https://freight.cargo.site/w/1000/i/c39834d31b69a69094cc7f412003a7eb16b99ea0a275ccd433e57af1209697e6/Meditation_logo.gif" /> Meditation — Niv Bavarsky, Nataly Menjivar <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/de237ba282efc132232897887b641008da08e18b990310cf87491bd829296201/04_choreo.png" data-mid="175571272" border="0" src="https://freight.cargo.site/w/1000/i/de237ba282efc132232897887b641008da08e18b990310cf87491bd829296201/04_choreo.png" /> Choreography — Nick Illuzada <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/733910008ece9808b809ca33635af75434f73f0b2b61964f6a9e488a30734feb/04_seniors.png" data-mid="175571402" border="0" src="https://freight.cargo.site/w/1000/i/733910008ece9808b809ca33635af75434f73f0b2b61964f6a9e488a30734feb/04_seniors.png" /> Senior Citizens Cooking — Elliot kruszynski <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/023f4b636b8fbe1c1f005084565735d7b45b838691e63844e2fc0d483b5e5cbd/04_live_animals.png" data-mid="175571646" border="0" src="https://freight.cargo.site/w/1000/i/023f4b636b8fbe1c1f005084565735d7b45b838691e63844e2fc0d483b5e5cbd/04_live_animals.png" /> Live Animal Cams — Niv Bavarsky <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3d1263f7efae62a7b87a78c786fe87ada8893e3cf4065f293e87aaf507490fbc/logo_dark.gif" data-mid="175571810" border="0" src="https://freight.cargo.site/w/1000/i/3d1263f7efae62a7b87a78c786fe87ada8893e3cf4065f293e87aaf507490fbc/logo_dark.gif" /> Live Animal Cams — Niv Bavarsky, Nataly Menjivar <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1000f554d8f4e8ddcbb787bc0a3116d9fcb75be265a856b37dc818de6904042f/logo_dark.gif" data-mid="175571814" border="0" src="https://freight.cargo.site/w/1000/i/1000f554d8f4e8ddcbb787bc0a3116d9fcb75be265a856b37dc818de6904042f/logo_dark.gif" /> 1v1 Basketball — Chelsea Beck, Pedro Piccinini Creative Director — Chris BettigProducers — Ash Qualischefski, May AzcueArt Director — Yeojin Shin Animations Lead — Andrew Lebov&nbsp;Animaiton — Nataly MenjivarIllustration — Chelsea Beck, Niv Bavarsky Design — Jessie Zo https://jesse-lefkowitz.com/Creator-Marketing-style-guide Mon, 20 Feb 2023 17:30:40 +0000 Jesse Lefkowitz https://jesse-lefkowitz.com/Creator-Marketing-style-guide Creator Marketing style guide My roleLead Art Director <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/24ef053b302d4154e8e3d04a9c75101076c7e01857adbe87f9f077b7c4fdc103/01_hero.png" data-mid="171551703" border="0" src="https://freight.cargo.site/w/1000/i/24ef053b302d4154e8e3d04a9c75101076c7e01857adbe87f9f077b7c4fdc103/01_hero.png" /> YouTube Gaming mock 01 — Breadth &amp; depth YouTube’s Creator Marketing team needed a visual style guide that would align with the core brand standards while addressing the challenges of producing graphics at scale and in a manner that was relevant to their many audiences. I led a team of designers in constructing a framework that would address four of their most prominent verticals — fashion &amp; beauty, YouTube Black, gaming and general communications — while providing a template for how the system could expand and flex over time. <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/87d5f1efd9f9a1d3680a3e6037909ff0e288436ce01d92bedc54632b81617366/01_black.png" data-mid="171595526" border="0" src="https://freight.cargo.site/w/1000/i/87d5f1efd9f9a1d3680a3e6037909ff0e288436ce01d92bedc54632b81617366/01_black.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/252c6f7a008e1fd6006ee03a1cc555de7304aa79b1dffa5955219aa35c5923ac/01_FB.png" data-mid="175572964" border="0" src="https://freight.cargo.site/w/1000/i/252c6f7a008e1fd6006ee03a1cc555de7304aa79b1dffa5955219aa35c5923ac/01_FB.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/0c29d9e5aae49e94d5359dc42fbe308611be904f162e8a5300ac13b5b51dbc19/01_gaming.png" data-mid="175572966" border="0" src="https://freight.cargo.site/w/1000/i/0c29d9e5aae49e94d5359dc42fbe308611be904f162e8a5300ac13b5b51dbc19/01_gaming.png" /> 02 — A common language I conceived of a toolkit approach that would solve several problems at once. I started by defining a common set of elements: logo, typography, color, shape, pattern, gradient and illustration. We tailored the particular expression of the elements to their respective verticals while applying them in a similar manner across the system. This allowed each vertical to have its own unique look while maintaining a shared design syntax and consistent voice.&nbsp; By turning these elements into a kit of parts, we made it easy to rapidly generate communications at scale. 02.1 — Color YouTube’s secondary color palette is large — over 100 swatches. In the interests of both efficiency and consistency, we drew from the secondary palette to create a set of highly limited palettes for each vertical. <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/7cfab97c92224ea58128ecef8443562520590f756943cddf777a4a2f42c8e53e/02_color.png" data-mid="175590575" border="0" src="https://freight.cargo.site/w/1000/i/7cfab97c92224ea58128ecef8443562520590f756943cddf777a4a2f42c8e53e/02_color.png" /> General comms, fashion &amp; beauty, YouTube Black, gaming 02.2 — Shape Across the system, we use large, bold shapes to frame content. Each set is adapted to meet the needs of its vertical. For example, the gaming shapes are built on an isometric grid in reference to polygons and virtual space while the fashion &amp; beauty shape set is inspired by the silhouettes of cut fabric scraps. <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/a8a079d0253b62acf52af59e850477b2e00ac12f02ec8897300dd7f0978c791e/02_shapes_gc.png" data-mid="175589788" border="0" src="https://freight.cargo.site/w/1000/i/a8a079d0253b62acf52af59e850477b2e00ac12f02ec8897300dd7f0978c791e/02_shapes_gc.png" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/90956eaea9f47f0f1ae6bc0ed3e709d4080c88f0e2cd25f4a67940d0b5d54fdb/02_shapes_fb.png" data-mid="175589795" border="0" src="https://freight.cargo.site/w/1000/i/90956eaea9f47f0f1ae6bc0ed3e709d4080c88f0e2cd25f4a67940d0b5d54fdb/02_shapes_fb.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/4291fdbac9e1f349b2904d424408da481ab6739b128aba95ac835029be0506ab/02_shapes_black.png" data-mid="175590087" border="0" src="https://freight.cargo.site/w/1000/i/4291fdbac9e1f349b2904d424408da481ab6739b128aba95ac835029be0506ab/02_shapes_black.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/2dfcae0a0759d74d35841d960a00a2efa4e5ac936d71cdecf9c6271d2921bc23/02_shapes_gaming.png" data-mid="175590088" border="0" src="https://freight.cargo.site/w/1000/i/2dfcae0a0759d74d35841d960a00a2efa4e5ac936d71cdecf9c6271d2921bc23/02_shapes_gaming.png" /> General comms, fashion &amp; beauty, YouTube Black, gaming 02.3 — Pattern &amp; texture Patterns add richness and further reinforce the tone of each vertical. They are primarily applied as fills within shapes.&nbsp; <img width="2880" height="2300" width_o="2880" height_o="2300" data-src="https://freight.cargo.site/t/original/i/8021c06adfea5e3efee59f1adccd48830bcc2f4183d0dedacf266145a0969fc1/02_pattern.png" data-mid="175590832" border="0" src="https://freight.cargo.site/w/1000/i/8021c06adfea5e3efee59f1adccd48830bcc2f4183d0dedacf266145a0969fc1/02_pattern.png" /> Selected General comms, fashion &amp; beauty, YouTube Black, gaming 02.4 — Illustration One of the key challenges of this project was meeting the scale demands of the Creator Marketing team — on the order of hundreds of comms per quarter. Because many comms are built around recurring themes, it made sense to provide illustration sticker sheets to cover the most common needs of each vertical while freeing up marketing’s resources to invest in bespoke imagery for high impact moments. &nbsp; <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/d49d6418a87e1403c0e9f8d444db067ecce2f1a19c74c894a33d44f75782fd4c/gc_illo_stickers.png" data-mid="169069418" border="0" src="https://freight.cargo.site/w/1000/i/d49d6418a87e1403c0e9f8d444db067ecce2f1a19c74c894a33d44f75782fd4c/gc_illo_stickers.png" /> <img width="2880" height="1898" width_o="2880" height_o="1898" data-src="https://freight.cargo.site/t/original/i/df19789808698ff23e738e59a63924a29977ddf896b933e87c28fec17a5d2fe1/02_illo_GC_2.png" data-mid="175591788" border="0" src="https://freight.cargo.site/w/1000/i/df19789808698ff23e738e59a63924a29977ddf896b933e87c28fec17a5d2fe1/02_illo_GC_2.png" /> General comms stickers — Toykyo; general comms characters — Chelsea Beck <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/9899e091ed1ad5554c72f2db9ec22480de5db3f7ba6d14ea8f0cb3ec7cad332e/02_illo_FB_1.png" data-mid="175591459" border="0" src="https://freight.cargo.site/w/1000/i/9899e091ed1ad5554c72f2db9ec22480de5db3f7ba6d14ea8f0cb3ec7cad332e/02_illo_FB_1.png" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/4daef7d61a6ca60ab2162fd9e9e9b9eacffef94a5575964aad0359e4b66dec49/02_illo_FB_2.png" data-mid="175592951" border="0" src="https://freight.cargo.site/w/1000/i/4daef7d61a6ca60ab2162fd9e9e9b9eacffef94a5575964aad0359e4b66dec49/02_illo_FB_2.png" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/fc823349afc11118acd7418f65a5ce0a3c435c339ecf949b8d1721b29929bd57/02_illo_FB_3.png" data-mid="175592952" border="0" src="https://freight.cargo.site/w/1000/i/fc823349afc11118acd7418f65a5ce0a3c435c339ecf949b8d1721b29929bd57/02_illo_FB_3.png" /> Selected fashion &amp; beauty characters — Pierre Croco <img width="2880" height="810" width_o="2880" height_o="810" data-src="https://freight.cargo.site/t/original/i/a3b6d81caf33b281e6f153ad2ac9286ed0237acf40690bd6626516a6e459f03f/02_illo_black_2.png" data-mid="175621682" border="0" src="https://freight.cargo.site/w/1000/i/a3b6d81caf33b281e6f153ad2ac9286ed0237acf40690bd6626516a6e459f03f/02_illo_black_2.png" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/5db25d287fa6f8e336855553c64aa61ccd4a9dbf4530c4779141d7b973844a86/02_illo_black_1.png" data-mid="175593486" border="0" src="https://freight.cargo.site/w/1000/i/5db25d287fa6f8e336855553c64aa61ccd4a9dbf4530c4779141d7b973844a86/02_illo_black_1.png" /> YouTube Black stickers — Sinenhlanhla Chauke; characters — Sabrena Khadija <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/2ed96bb677cbed2e72a6e391cf7f6c6b757b3ffa487162bce3d5b99878ba7605/gaming_stickers.png" data-mid="169069425" border="0" src="https://freight.cargo.site/w/1000/i/2ed96bb677cbed2e72a6e391cf7f6c6b757b3ffa487162bce3d5b99878ba7605/gaming_stickers.png" /> Gaming stickers — Chelsea Beck 03 — All together now <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/299ce9e7307832ccdd99ea408d9aa5213d79b4217d0129a71355c1c45e81c341/03_GC_1.png" data-mid="175669509" border="0" src="https://freight.cargo.site/w/1000/i/299ce9e7307832ccdd99ea408d9aa5213d79b4217d0129a71355c1c45e81c341/03_GC_1.png" /> <img width="1440" height="1759" width_o="1440" height_o="1759" data-src="https://freight.cargo.site/t/original/i/09b9bf22a60fd3a1f36e8eab6e047d1397f9f09589896d43677fd9d76f1f6e67/03_GC_2.png" data-mid="175715830" border="0" src="https://freight.cargo.site/w/1000/i/09b9bf22a60fd3a1f36e8eab6e047d1397f9f09589896d43677fd9d76f1f6e67/03_GC_2.png" /> <img width="1440" height="1759" width_o="1440" height_o="1759" data-src="https://freight.cargo.site/t/original/i/3d1298b75765626a1031d5bc7ab7c5b76d8b670c288ea5a0238346cce54ace03/03_GC_3.png" data-mid="175715831" border="0" src="https://freight.cargo.site/w/1000/i/3d1298b75765626a1031d5bc7ab7c5b76d8b670c288ea5a0238346cce54ace03/03_GC_3.png" /> General comms mocks <img width="2880" height="1279" width_o="2880" height_o="1279" data-src="https://freight.cargo.site/t/original/i/0c2e2dc19ed0b5ad060444a7baedbaf8e78276153e16c723d34e67b31649b97b/03_FB_3.png" data-mid="176035422" border="0" src="https://freight.cargo.site/w/1000/i/0c2e2dc19ed0b5ad060444a7baedbaf8e78276153e16c723d34e67b31649b97b/03_FB_3.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/81ae11303c0a671e437000ecdf3b2b36903c06d1caa240c5d062ac6ce62d5ef5/03_FB_1.png" data-mid="176019905" border="0" src="https://freight.cargo.site/w/1000/i/81ae11303c0a671e437000ecdf3b2b36903c06d1caa240c5d062ac6ce62d5ef5/03_FB_1.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/454ad511b95451c8ac86ea7f54f2023ebd6029786829e67d66f91d5b3c40143c/03_FB_2.png" data-mid="176019724" border="0" src="https://freight.cargo.site/w/1000/i/454ad511b95451c8ac86ea7f54f2023ebd6029786829e67d66f91d5b3c40143c/03_FB_2.png" /> Fashion &amp; beauty mocks <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/74b63a93c351a6f2c7b808bf89d31f073d18e9490b007af1dc50d8e28a8836a4/03_black_1.png" data-mid="176039558" border="0" src="https://freight.cargo.site/w/1000/i/74b63a93c351a6f2c7b808bf89d31f073d18e9490b007af1dc50d8e28a8836a4/03_black_1.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/b9fd60b5927a6ff38823a973289e3d841f26ba5a29780c55ca75b5132e87ca05/03_black_02.png" data-mid="176039559" border="0" src="https://freight.cargo.site/w/1000/i/b9fd60b5927a6ff38823a973289e3d841f26ba5a29780c55ca75b5132e87ca05/03_black_02.png" /> YouTube Black mocks <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/fd4ef027d3bbf7a441e089fc96664d1714b399dc729ee048a1d1dae049fb1993/03_gaming_1.png" data-mid="176193058" border="0" src="https://freight.cargo.site/w/1000/i/fd4ef027d3bbf7a441e089fc96664d1714b399dc729ee048a1d1dae049fb1993/03_gaming_1.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/a0b7ff8bf75a0be73ce23829e987347eae7b2a8537a32a7365c82e3289c57b2d/03_gaming_2.png" data-mid="176194253" border="0" src="https://freight.cargo.site/w/1000/i/a0b7ff8bf75a0be73ce23829e987347eae7b2a8537a32a7365c82e3289c57b2d/03_gaming_2.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/214a8d804ddbe5e97cade4dae59effd2931b5f704c9b6c42026212eb3f0cf23b/03_gaming_3.png" data-mid="176194255" border="0" src="https://freight.cargo.site/w/1000/i/214a8d804ddbe5e97cade4dae59effd2931b5f704c9b6c42026212eb3f0cf23b/03_gaming_3.png" /> Gaming mocks Creative Director — Chris BettigProducers — Shane Burke, Ash Qualischefski Art Directors — Chelsea Beck, Florencio ZavalaConsulting Art Director — Robyn LeeDesign — Drake Manalo, Eunhae Yoo, Giselle Rodas, Ching-Fa Lung, Denzel Hill, Niv Bavarsky Illustration — Toykyo, Chelsea Beck, Pierre Croco,&nbsp;Sinenhlanhla Chauke, Sabrena Khadija https://jesse-lefkowitz.com/YouTube-brand-elements-1 Fri, 21 Apr 2023 19:40:05 +0000 Jesse Lefkowitz https://jesse-lefkowitz.com/YouTube-brand-elements-1 YouTube brand elements My roleDesigner <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/c8c25436cab1759e4487598f3fe76261563fbe3ceaec586faf21280f461792cb/00_hero.png" data-mid="176195601" border="0" src="https://freight.cargo.site/w/1000/i/c8c25436cab1759e4487598f3fe76261563fbe3ceaec586faf21280f461792cb/00_hero.png" /> 01 — First principles Since 2015, my team has developed YouTube’s identity across products and marketing. In addition to the core elements — logo, typeface and primary palette — we use a range of secondary elements to bring life and expression to the brand. Orchestrating all these elements are a set of principles: human, connected, expressive and story-driven. I helped to define an early version of these principles through my work on the illustration system. In particular, human and story-driven were important to me as key differentiators. <img width="1440" height="1080" width_o="1440" height_o="1080" data-src="https://freight.cargo.site/t/original/i/bc99fe433f3b1b9d88e783784f077602387eb04caa47f9ed7dcf745b7f5f6972/01_principles_1.png" data-mid="176196130" border="0" src="https://freight.cargo.site/w/1000/i/bc99fe433f3b1b9d88e783784f077602387eb04caa47f9ed7dcf745b7f5f6972/01_principles_1.png" /> Although “human” may be an overused attribute in branding, YouTube has a strong claim to it. The bulk of the platform’s content is created by amateurs and its power derives from its directness and lack of polish. I felt it was important for the brand to reflect these qualities. <img width="1440" height="1080" width_o="1440" height_o="1080" data-src="https://freight.cargo.site/t/original/i/4a0304f0c330b294b1564b8c3eeb9662d68597192ae1ead3d2ebcd53e167e5a1/01_principles_2.png" data-mid="176196131" border="0" src="https://freight.cargo.site/w/1000/i/4a0304f0c330b294b1564b8c3eeb9662d68597192ae1ead3d2ebcd53e167e5a1/01_principles_2.png" />Video is an inherently narrative medium. Every frame is transitory. I felt this could be reflected in the branding even through static graphics by employing imagery that suggests a story or, more abstractly, through compositions with an implied sense of motion. 02 — In living color YouTube is more than red. For the 2017 launch of YouTube’s first brand system, I created a secondary palette which used the core brand red as its keystone but which empowered the brand to better express the vibrancy and diversity of its content. Over the years, the palette has been further expanded and refined in the service of this idea. <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/37c5712433d8b00246c46fbdf3df03bbf230a59b96d4cb8ac5a9c635af1e9a2a/02_color_1.png" data-mid="176198405" border="0" src="https://freight.cargo.site/w/1000/i/37c5712433d8b00246c46fbdf3df03bbf230a59b96d4cb8ac5a9c635af1e9a2a/02_color_1.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/a5b489b0a7502defb17ec6636156016798b80d52a6a3e6144db34a1ebd48d975/02_color_2.png" data-mid="176198406" border="0" src="https://freight.cargo.site/w/1000/i/a5b489b0a7502defb17ec6636156016798b80d52a6a3e6144db34a1ebd48d975/02_color_2.png" /> Palette; application example — Robyn Lee 03 — Pattern play YouTube’s first brand system included a limited set of patterns which were based upon an isometric grid, in reference to the angles of the play arrow. I expanded this initial set into an open-ended system with an emphasis on diverse weights and styles in order to serve a range of brand expressions. I collaborated with a UX engineer and several other designers to develop a proprietary pattern generation tool which allows anyone to create a unique on-brand pattern within seconds. <img width="2880" height="1440" width_o="2880" height_o="1440" data-src="https://freight.cargo.site/t/original/i/376c63c0553fe83bca6139c554f9e222f87532158bebc0db9cca52aeda070d33/03_hero.png" data-mid="176198659" border="0" src="https://freight.cargo.site/w/1000/i/376c63c0553fe83bca6139c554f9e222f87532158bebc0db9cca52aeda070d33/03_hero.png" /> <img width="1440" height="1760" width_o="1440" height_o="1760" data-src="https://freight.cargo.site/t/original/i/5176a1eb5151c6b306abd896790cbb482434a6a554b2c09e286b6b3c7f801354/03_variables_1.png" data-mid="176199824" border="0" src="https://freight.cargo.site/w/1000/i/5176a1eb5151c6b306abd896790cbb482434a6a554b2c09e286b6b3c7f801354/03_variables_1.png" /> <img width="1440" height="1760" width_o="1440" height_o="1760" data-src="https://freight.cargo.site/t/original/i/282d7981ce0ba2543f33b78df86adcd54a71c31a1999f3035eeb48e6d2e16910/03_variables_2.png" data-mid="176199826" border="0" src="https://freight.cargo.site/w/1000/i/282d7981ce0ba2543f33b78df86adcd54a71c31a1999f3035eeb48e6d2e16910/03_variables_2.png" /> Pattern variables exploration <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/45396fe72396b4dfdd62b5de6cfc017147e04f0e43e0518c81d0c4542a7884c3/03_tool.gif" data-mid="176200044" border="0" src="https://freight.cargo.site/w/1000/i/45396fe72396b4dfdd62b5de6cfc017147e04f0e43e0518c81d0c4542a7884c3/03_tool.gif" /> Pattern generation tool <img width="2880" height="1440" width_o="2880" height_o="1440" data-src="https://freight.cargo.site/t/original/i/3a36d8c8cb65428b279b87554d9b65fd9a2b45d121ea5c6a3971a6a30da10b62/03_mock_1.png" data-mid="176200342" border="0" src="https://freight.cargo.site/w/1000/i/3a36d8c8cb65428b279b87554d9b65fd9a2b45d121ea5c6a3971a6a30da10b62/03_mock_1.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/266e2348ee0de83eeb27baafcc5c7de9782096640fc8b0112e851c318d1b9f6e/03_mock_2.png" data-mid="176201766" border="0" src="https://freight.cargo.site/w/1000/i/266e2348ee0de83eeb27baafcc5c7de9782096640fc8b0112e851c318d1b9f6e/03_mock_2.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/784358a222b49786947bfde49ca8b1c0e9071081c005397cb13a7ddbee110ec1/03_mock_3.png" data-mid="176201769" border="0" src="https://freight.cargo.site/w/1000/i/784358a222b49786947bfde49ca8b1c0e9071081c005397cb13a7ddbee110ec1/03_mock_3.png" /> Pattern usage examples — various designers 04 — Textural touches Along with the expansion of patterns, I introduced the use of non-repeating textures into the design system. Used as both shape fills and free-floating marks, these function as a counterpoint to the grid-based patterns and bring a human touch and sense of motion to our compositions.&nbsp; <img width="2880" height="1440" width_o="2880" height_o="1440" data-src="https://freight.cargo.site/t/original/i/eb3b3f7a7a715ca4aad352069ecf13031c99e043a2e21ac56ac3ca20b8c1a460/04_hero.png" data-mid="176202222" border="0" src="https://freight.cargo.site/w/1000/i/eb3b3f7a7a715ca4aad352069ecf13031c99e043a2e21ac56ac3ca20b8c1a460/04_hero.png" /> <img width="2880" height="2498" width_o="2880" height_o="2498" data-src="https://freight.cargo.site/t/original/i/eaa637137e8c5afed78645d98ae5157b8ca3e042da1ab41c88cd3dd2557319b3/04_library.png" data-mid="176202405" border="0" src="https://freight.cargo.site/w/1000/i/eaa637137e8c5afed78645d98ae5157b8ca3e042da1ab41c88cd3dd2557319b3/04_library.png" /> Texture library <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c785e8d85b11adce0195444584c43d6d094d70e7f226f0d7c48b4dae3608f7c0/04_mock_2.png" data-mid="176215850" border="0" src="https://freight.cargo.site/w/1000/i/c785e8d85b11adce0195444584c43d6d094d70e7f226f0d7c48b4dae3608f7c0/04_mock_2.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/4a7c7b30cd466676c805171516ebf55ddcca19baf96e810c5400ed5a37d5a39c/04_book.png" data-mid="176215851" border="0" src="https://freight.cargo.site/w/1000/i/4a7c7b30cd466676c805171516ebf55ddcca19baf96e810c5400ed5a37d5a39c/04_book.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/d736aa671684e1013169ce29aeb3620a33f1dda4e6d6d4e279afb2c450e96bce/04_mock_1.png" data-mid="176215849" border="0" src="https://freight.cargo.site/w/1000/i/d736aa671684e1013169ce29aeb3620a33f1dda4e6d6d4e279afb2c450e96bce/04_mock_1.png" /> Texture usage examples — various designers 05 — Natural gradients My team liked the idea of using gradients as a metaphor for the blending of communities across the platform but there was a question of how to do this in a way that would differentiate it from the severe and artificial treatments seen elsewhere. I explored a more natural, fluid approach which set the template for the team’s direction. <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/598347811baa10bbc918d35c47baeb506042dd9082cca4b00c99bc6ca00372ed/05_hero.png" data-mid="176245367" border="0" src="https://freight.cargo.site/w/1000/i/598347811baa10bbc918d35c47baeb506042dd9082cca4b00c99bc6ca00372ed/05_hero.png" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/0a07350d5e2a0fb2f1543d53a35e93808883d98de193e9b1a7b703ce44c621f1/05_gradients.png" data-mid="176245879" border="0" src="https://freight.cargo.site/w/1000/i/0a07350d5e2a0fb2f1543d53a35e93808883d98de193e9b1a7b703ce44c621f1/05_gradients.png" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/c8a919280365998b265b9a9948bea1afe32dc46202aa4a7b3212eb8823eff2ad/05_mock_3.png" data-mid="176246984" border="0" src="https://freight.cargo.site/w/1000/i/c8a919280365998b265b9a9948bea1afe32dc46202aa4a7b3212eb8823eff2ad/05_mock_3.png" /> <img width="1440" height="1440" src="//freight.cargo.site/w/1440/q/94/i/e90f49bb09f842ad314ca7e241a6f57957d4c4ba2ce8f84d91948c8fe7cdbc23/05_mock_2.png" data-src="//freight.cargo.site/t/original/i/e90f49bb09f842ad314ca7e241a6f57957d4c4ba2ce8f84d91948c8fe7cdbc23/05_mock_2.png"> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/2beb6fc8f268838aefde76bf39e3082550f3969bc7d0119546d6c08d023b5eac/05_mock_1.png" data-mid="176246535" border="0" src="https://freight.cargo.site/w/1000/i/2beb6fc8f268838aefde76bf39e3082550f3969bc7d0119546d6c08d023b5eac/05_mock_1.png" /> Gradient usage examples — various designers Creative Director — Chris BettigProducer — Ash Qualischefski Design — YouTube Art Dept https://jesse-lefkowitz.com/YouTube-illustration-standards Sat, 22 Apr 2023 14:46:37 +0000 Jesse Lefkowitz https://jesse-lefkowitz.com/YouTube-illustration-standards YouTube illustration standards My roleArt Director Designer Writer <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/0d5c0a0e7dedff86084e0e482edd72f61c10d65f2b047f10f8c20f76097d1f9f/00_hero.png" data-mid="176251626" border="0" src="https://freight.cargo.site/w/1000/i/0d5c0a0e7dedff86084e0e482edd72f61c10d65f2b047f10f8c20f76097d1f9f/00_hero.png" /> 01 — Illustration everywhere From in-app promos, to blog posts, to technical explainers, YouTube’s sprawling ecosystem requires a variety of illustrations for a variety of purposes. Additionally, as a media brand, YouTube must be sensitive to the ever-shifting cultural zeitgeist. A single, rigid illustration style is incapable of addressing the brand’s full suite of needs so I created a highly adaptable system who’s consistency arises from adherence to core brand principles and to secondary brand elements such as colors and patterns. <img width="2880" height="1808" width_o="2880" height_o="1808" data-src="https://freight.cargo.site/t/original/i/657dd91dc96552aa3c7722e7795598766f88a2398c2b8280a724b56dd6eac09d/01_screens.png" data-mid="176277942" border="0" src="https://freight.cargo.site/w/1000/i/657dd91dc96552aa3c7722e7795598766f88a2398c2b8280a724b56dd6eac09d/01_screens.png" /> <img width="2880" height="1651" width_o="2880" height_o="1651" data-src="https://freight.cargo.site/t/original/i/51239bfcebf0d0926b82736a760c9f9e892b05d804891eeebc6d21869fbf214f/01_do_dont.png" data-mid="176363169" border="0" src="https://freight.cargo.site/w/1000/i/51239bfcebf0d0926b82736a760c9f9e892b05d804891eeebc6d21869fbf214f/01_do_dont.png" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/8cd88698dd6d09ca06656f0baa025789adea32c72824aef0cdd3be706d6c5ec1/01_screen_2.png" data-mid="176252770" border="0" src="https://freight.cargo.site/w/1000/i/8cd88698dd6d09ca06656f0baa025789adea32c72824aef0cdd3be706d6c5ec1/01_screen_2.png" /> 02 — In application The visual treatment of an illustration depends on its function. Even within a single product experience, an image may need to speak quietly or loudly in order to best serve its particular use case. <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/cf722449ed8262720a3077a24fa2510220921ef28672f80673dc5ee3b67c5d71/02_screen_1.png" data-mid="176276919" border="0" src="https://freight.cargo.site/w/1000/i/cf722449ed8262720a3077a24fa2510220921ef28672f80673dc5ee3b67c5d71/02_screen_1.png" /> <img width="2880" height="1808" width_o="2880" height_o="1808" data-src="https://freight.cargo.site/t/original/i/0051e35270b0e2e7741e839a94fe1b34e4c0ecb66de83b883261d823132a45fb/02_screens.png" data-mid="176333702" border="0" src="https://freight.cargo.site/w/1000/i/0051e35270b0e2e7741e839a94fe1b34e4c0ecb66de83b883261d823132a45fb/02_screens.png" /> <img width="2880" height="1808" width_o="2880" height_o="1808" data-src="//freight.cargo.site/t/original/i/a90b386446a1eac3b67c0971fced6043fe74826b324994fffab685e8e879ff46/02_screens.png" data-mid="176279025" border="0" style="width: 1433.73px; height: 900.065px; display: none;" src="//freight.cargo.site/w/2880/q/94/i/a90b386446a1eac3b67c0971fced6043fe74826b324994fffab685e8e879ff46/02_screens.png"> 03 — A sense of style In conterpoint to the flexibility of the system, it is still necessary to maintain visual consistency within a given user experience. Furthermore, styles are not arbitrary. Each style is designed to support the needs of its application. <img width="2880" height="1078" width_o="2880" height_o="1078" data-src="https://freight.cargo.site/t/original/i/14c4b2bb9c7393ad9ab7d6af718683f570706bbccce75f43492a1a1c41b25bc9/03_core_hero.png" data-mid="176284195" border="0" src="https://freight.cargo.site/w/1000/i/14c4b2bb9c7393ad9ab7d6af718683f570706bbccce75f43492a1a1c41b25bc9/03_core_hero.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/be4631e7d2239322db0b5c05412935b48495d8e31106c693ccd5284c50ca7012/03_core_screen_1.png" data-mid="176333817" border="0" src="https://freight.cargo.site/w/1000/i/be4631e7d2239322db0b5c05412935b48495d8e31106c693ccd5284c50ca7012/03_core_screen_1.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/92ca3b981a907866cfdf9d68c4199ba9aff52aa4aba618cf7bcde1721a58e0e5/03_core_screen_2.png" data-mid="176333818" border="0" src="https://freight.cargo.site/w/1000/i/92ca3b981a907866cfdf9d68c4199ba9aff52aa4aba618cf7bcde1721a58e0e5/03_core_screen_2.png" /> Core product <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/5aa7cef9c5c4b0e3ed6a8d74d3ff39b07a9fae752c9a048cd07d55a09bd1f00d/03_premium.png" data-mid="176333939" border="0" src="https://freight.cargo.site/w/1000/i/5aa7cef9c5c4b0e3ed6a8d74d3ff39b07a9fae752c9a048cd07d55a09bd1f00d/03_premium.png" /> TV &amp; Premium <img width="2880" height="1078" width_o="2880" height_o="1078" data-src="https://freight.cargo.site/t/original/i/bfaa09afbc2d10c05399b5e26b9776eebc822473f3a9864f7ac2b7558302cf0d/03_kids_hero.png" data-mid="176288381" border="0" src="https://freight.cargo.site/w/1000/i/bfaa09afbc2d10c05399b5e26b9776eebc822473f3a9864f7ac2b7558302cf0d/03_kids_hero.png" /> <img width="2880" height="1788" width_o="2880" height_o="1788" data-src="https://freight.cargo.site/t/original/i/91beba06b171655ebf28a5e575120e854432620232ce74cdf7e127b06e6e6362/03_kids_screen.png" data-mid="176334280" border="0" src="https://freight.cargo.site/w/1000/i/91beba06b171655ebf28a5e575120e854432620232ce74cdf7e127b06e6e6362/03_kids_screen.png" /> Kids <img width="2880" height="1078" width_o="2880" height_o="1078" data-src="https://freight.cargo.site/t/original/i/056f670112df6df02ae24ea1ce205c649e45b4298fd688ece0cd9f79e4465ce0/03_responsibility_hero.png" data-mid="176335932" border="0" src="https://freight.cargo.site/w/1000/i/056f670112df6df02ae24ea1ce205c649e45b4298fd688ece0cd9f79e4465ce0/03_responsibility_hero.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/4ef96e2cee35f2db664ad053663615f9b8e3e533ea8b2fd621d12c95f541b919/03_responsibility_screen_1.png" data-mid="176363665" border="0" src="https://freight.cargo.site/w/1000/i/4ef96e2cee35f2db664ad053663615f9b8e3e533ea8b2fd621d12c95f541b919/03_responsibility_screen_1.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/45d3d8f7ff1a262c5bbcaa292dc3e262493372e3fffecd1760608f8a582a56be/03_responsibility_screen_2.png" data-mid="176336338" border="0" src="https://freight.cargo.site/w/1000/i/45d3d8f7ff1a262c5bbcaa292dc3e262493372e3fffecd1760608f8a582a56be/03_responsibility_screen_2.png" /> Responsibility <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/d50bdabab4149501ba5b6575f2659cf76b67c4bba7ab6b695d2ee734531d93a4/03_screen.png" data-mid="176345919" border="0" src="https://freight.cargo.site/w/1000/i/d50bdabab4149501ba5b6575f2659cf76b67c4bba7ab6b695d2ee734531d93a4/03_screen.png" /> 04 —&nbsp;Illustrating for everyone Designing for a global audience is a daunting task which should be approached with thoughtfulness and humility. Principles of inclusion are infused throughout the illustration standards, addressing not only the portrayal of characters but symbology as well. <img width="2880" height="1808" width_o="2880" height_o="1808" data-src="https://freight.cargo.site/t/original/i/1d7b6452f2a9dc14262b05226fa9d0c95c747975bd58a8e30ca7678988ee9511/04_screens.png" data-mid="176360548" border="0" src="https://freight.cargo.site/w/1000/i/1d7b6452f2a9dc14262b05226fa9d0c95c747975bd58a8e30ca7678988ee9511/04_screens.png" /> <img width="2880" height="1696" width_o="2880" height_o="1696" data-src="https://freight.cargo.site/t/original/i/67acc7d25223260ff1931724ce92e75b72cdd0954a19ca11bd5b29c5475b54ea/04_do_dont.png" data-mid="176361477" border="0" src="https://freight.cargo.site/w/1000/i/67acc7d25223260ff1931724ce92e75b72cdd0954a19ca11bd5b29c5475b54ea/04_do_dont.png" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/7d2e2016dbc9dc0ddf198e88ed624f05c424f93c5e91c48055cda93e598c9dae/04_screen_1.png" data-mid="176360547" border="0" src="https://freight.cargo.site/w/1000/i/7d2e2016dbc9dc0ddf198e88ed624f05c424f93c5e91c48055cda93e598c9dae/04_screen_1.png" /> Creative Director — Chris BettigProducer — Ash Qualischefski Consulting Designer – Amy Yip Editor – Tim BauerEngineering Lead — Maegan Clawges Illustration — Sol Cotti, Jiaqi Wang, Lucas Wakamatsu, Rafael Mayani, Niv Bavarsky, Chelsea Beck, Jackie Ferentino, Yeojin Shin&nbsp; https://jesse-lefkowitz.com/Chat-emotes Mon, 19 Dec 2022 22:11:34 +0000 Jesse Lefkowitz https://jesse-lefkowitz.com/Chat-emotes Chat emotes My roleArt director <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/67b303391f8887ea78a8dbbdf5e88c0e335dbd78397e72ddabe98266a7277152/00_hero.png" data-mid="176241183" border="0" src="https://freight.cargo.site/w/1000/i/67b303391f8887ea78a8dbbdf5e88c0e335dbd78397e72ddabe98266a7277152/00_hero.png" /> 01 — Get your game on I had the pleasure of art directing YouTube’s first ever custom global emote packs for comments and live chat. In contrast to the charming but somewhat bland universality of emoji, emotes have license to be a little bit weird and esoteric. This applies both to the subject and the style and it enabled us to tailor our packs to resonate with particular communities. For this first drop we worked with artists from around the world to create three distinct flavors of expression for all our gamer friends out there. <img width="1550" height="900" width_o="1550" height_o="900" data-src="https://freight.cargo.site/t/original/i/b55ceb21b37aec0997856d9ddf10938d0e1e10e67f968841787ca9bb00576832/abelle_grid.png" data-mid="162412144" border="0" src="https://freight.cargo.site/w/1000/i/b55ceb21b37aec0997856d9ddf10938d0e1e10e67f968841787ca9bb00576832/abelle_grid.png" />Abelle Hayford <img width="1550" height="900" width_o="1550" height_o="900" data-src="https://freight.cargo.site/t/original/i/d4eeb36946096f3951eccebcc53765534d904313da6870835ba5afa5b1276039/guy_grid.png" data-mid="162415774" border="0" src="https://freight.cargo.site/w/1000/i/d4eeb36946096f3951eccebcc53765534d904313da6870835ba5afa5b1276039/guy_grid.png" />Guy Field <img width="1550" height="900" width_o="1550" height_o="900" data-src="https://freight.cargo.site/t/original/i/cca7b14fa43076f77443d47ff36fb8a2ca2c5055c6492256d534044b267be2bc/yujin_grid.png" data-mid="162416954" border="0" src="https://freight.cargo.site/w/1000/i/cca7b14fa43076f77443d47ff36fb8a2ca2c5055c6492256d534044b267be2bc/yujin_grid.png" />Yujin Won 02 — Size matters With emotes, every pixel counts. In this case, we had a mere 24 x 24 to work with so it was critical to maintain legibility without sacrificing personality. At every stage of development, I pushed to strip away unnecessary elements and to emphasize key moments. Additionally, YouTube supports light and dark themes so each asset had to read clearly on both white and near-black backgrounds. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/61eb10b2c921300aeefa411aa6764c675c33b1721650dd52c2c2f78be42dfd72/02_process.png" data-mid="176242056" border="0" src="https://freight.cargo.site/w/1000/i/61eb10b2c921300aeefa411aa6764c675c33b1721650dd52c2c2f78be42dfd72/02_process.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/4334025ad1ab887e5484593a9684d4936ce8d6fa755f255351bdd8cdb8a79b23/02_in_use.png" data-mid="176242055" border="0" src="https://freight.cargo.site/w/1000/i/4334025ad1ab887e5484593a9684d4936ce8d6fa755f255351bdd8cdb8a79b23/02_in_use.png" /> Process — Abelle Hayford; emotes in use Creative Director — Chris BettigProducer — Ash QualischefskiDesign Manager – Jason BentoAgency art direction — Anyways Creative Illustration — Abelle Hayford, Guy Field, Yujin Won https://jesse-lefkowitz.com/Topic-icons Sun, 23 Apr 2023 20:27:02 +0000 Jesse Lefkowitz https://jesse-lefkowitz.com/Topic-icons Topic icons My roleDesigner <img width="2880" height="1446" width_o="2880" height_o="1446" data-src="https://freight.cargo.site/t/original/i/c6f53b03a59e79402061e84df9c41c6fab3b45cd54aac78145cb525ed8ac2d52/00_hero.png" data-mid="176375865" border="0" src="https://freight.cargo.site/w/1000/i/c6f53b03a59e79402061e84df9c41c6fab3b45cd54aac78145cb525ed8ac2d52/00_hero.png" /> 01 — True to form In 2017, I co-designed a set of icons to represent verticals in the YouTube TV app launching that year. Two years later, I refined and adapted the system to apply to YouTube’s house channels which can be accessed from the explore tab of the main app and on desktop. The new icons replaced an older set modeled on Google Material standards and they tied in more closely with YouTube’s brand through the use of an isometric grid inspired by the angles of the play arrow in the YouTube logo. <img width="2880" height="1747" width_o="2880" height_o="1747" data-src="https://freight.cargo.site/t/original/i/28347440cc9fa3a6a17f0e59f927f3c64d1fa60aeb3d669f92607ff8b29ba449/01_tv.png" data-mid="176379596" border="0" src="https://freight.cargo.site/w/1000/i/28347440cc9fa3a6a17f0e59f927f3c64d1fa60aeb3d669f92607ff8b29ba449/01_tv.png" /> YouTube TV icon set — 2017 <img width="2880" height="1764" width_o="2880" height_o="1764" data-src="https://freight.cargo.site/t/original/i/37de2bd206905249a953c685aefcbd08c698760f428b29b183129942c1112675/01_old_new.png" data-mid="176393656" border="0" src="https://freight.cargo.site/w/1000/i/37de2bd206905249a953c685aefcbd08c698760f428b29b183129942c1112675/01_old_new.png" /> Previous Material icons vs 2019 topic icon update <img width="2880" height="1747" width_o="2880" height_o="1747" data-src="https://freight.cargo.site/t/original/i/3c7cdb57ab04fda9fd0cf2abdecb7f024130fca760ba95b60e9de392247cc380/01_topics.png" data-mid="176396944" border="0" src="https://freight.cargo.site/w/1000/i/3c7cdb57ab04fda9fd0cf2abdecb7f024130fca760ba95b60e9de392247cc380/01_topics.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/99119483a330ca8931896a60bca652327f929e7e64ce1ba588fc1bd5a42729d1/01_logo.png" data-mid="176394314" border="0" src="https://freight.cargo.site/w/1000/i/99119483a330ca8931896a60bca652327f929e7e64ce1ba588fc1bd5a42729d1/01_logo.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/97636402d92057f3c9169c0285fa48ba20912ce9205890a991d7f66deb25524d/01_grid.png" data-mid="176456496" border="0" src="https://freight.cargo.site/w/1000/i/97636402d92057f3c9169c0285fa48ba20912ce9205890a991d7f66deb25524d/01_grid.png" /> <img width="2880" height="1435" width_o="2880" height_o="1435" data-src="https://freight.cargo.site/t/original/i/70730c0f977e97cb3f1a2c6ee978f5af4548e318998d8a2a65ac26457784db77/01_screen.png" data-mid="176462255" border="0" src="https://freight.cargo.site/w/1000/i/70730c0f977e97cb3f1a2c6ee978f5af4548e318998d8a2a65ac26457784db77/01_screen.png" /> 02 — Legacy In 2022, I consulted on an update to the topic icons which introduced a brand color and gradient treatment. The set aligns with the symbology used in the system icons while the new styling helps to further distinguish them as their own class within the UI. <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/c38f82bccb566095d68af0d7d14611602146af8d5127c39ce89107053546d2bc/02_new.png" data-mid="176397777" border="0" src="https://freight.cargo.site/w/1000/i/c38f82bccb566095d68af0d7d14611602146af8d5127c39ce89107053546d2bc/02_new.png" /> <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/7258a51e22c2c8262fb2324d88cc390eba307b983be3cb47fd77dd1641bc7aed/02_screen.png" data-mid="176397778" border="0" src="https://freight.cargo.site/w/1000/i/7258a51e22c2c8262fb2324d88cc390eba307b983be3cb47fd77dd1641bc7aed/02_screen.png" /> Creative Director — Chris BettigArt Director — Amy YipDesign — Mike Dutton, Tais Bishop, Rachelle Moon https://jesse-lefkowitz.com/Homepage Sun, 20 Nov 2022 17:05:12 +0000 Jesse Lefkowitz https://jesse-lefkowitz.com/Homepage Hi! I’m Jesse Lefkowitz, an art director, designer and illustrator at Google since 2014. My work takes a systematized approach to expressive branding and storytelling.