YouTube illustration standards
My role
Art DirectorDesigner
Writer
![](https://freight.cargo.site/t/original/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.
![](https://freight.cargo.site/t/original/i/657dd91dc96552aa3c7722e7795598766f88a2398c2b8280a724b56dd6eac09d/01_screens.png)
![](https://freight.cargo.site/t/original/i/51239bfcebf0d0926b82736a760c9f9e892b05d804891eeebc6d21869fbf214f/01_do_dont.png)
![](https://freight.cargo.site/t/original/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.
![](https://freight.cargo.site/t/original/i/cf722449ed8262720a3077a24fa2510220921ef28672f80673dc5ee3b67c5d71/02_screen_1.png)
![](https://freight.cargo.site/t/original/i/0051e35270b0e2e7741e839a94fe1b34e4c0ecb66de83b883261d823132a45fb/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.
![](https://freight.cargo.site/t/original/i/14c4b2bb9c7393ad9ab7d6af718683f570706bbccce75f43492a1a1c41b25bc9/03_core_hero.png)
Core product
![](https://freight.cargo.site/t/original/i/be4631e7d2239322db0b5c05412935b48495d8e31106c693ccd5284c50ca7012/03_core_screen_1.png)
![](https://freight.cargo.site/t/original/i/92ca3b981a907866cfdf9d68c4199ba9aff52aa4aba618cf7bcde1721a58e0e5/03_core_screen_2.png)
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TV & Premium
![](https://freight.cargo.site/t/original/i/bfaa09afbc2d10c05399b5e26b9776eebc822473f3a9864f7ac2b7558302cf0d/03_kids_hero.png)
![](https://freight.cargo.site/t/original/i/91beba06b171655ebf28a5e575120e854432620232ce74cdf7e127b06e6e6362/03_kids_screen.png)
Kids
![](https://freight.cargo.site/t/original/i/056f670112df6df02ae24ea1ce205c649e45b4298fd688ece0cd9f79e4465ce0/03_responsibility_hero.png)
![](https://freight.cargo.site/t/original/i/4ef96e2cee35f2db664ad053663615f9b8e3e533ea8b2fd621d12c95f541b919/03_responsibility_screen_1.png)
![](https://freight.cargo.site/t/original/i/45d3d8f7ff1a262c5bbcaa292dc3e262493372e3fffecd1760608f8a582a56be/03_responsibility_screen_2.png)
Responsibility
![](https://freight.cargo.site/t/original/i/d50bdabab4149501ba5b6575f2659cf76b67c4bba7ab6b695d2ee734531d93a4/03_screen.png)
04 — 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.
![](https://freight.cargo.site/t/original/i/1d7b6452f2a9dc14262b05226fa9d0c95c747975bd58a8e30ca7678988ee9511/04_screens.png)
![](https://freight.cargo.site/t/original/i/67acc7d25223260ff1931724ce92e75b72cdd0954a19ca11bd5b29c5475b54ea/04_do_dont.png)
![](https://freight.cargo.site/t/original/i/7d2e2016dbc9dc0ddf198e88ed624f05c424f93c5e91c48055cda93e598c9dae/04_screen_1.png)