As part of an ongoing collaboration with YouTube, Saffron developed the first font family that the brand can call its own. It makes its official debut in their newest product YouTube TV.

The typeface developed in collaboration with YouTube’s UX team, is designed to be used in both product and marketing communications to express a uniquely YouTube aesthetic.

One of the first tasks was to redraw the ‘YouTube icon’ to make sure its curves and angles were perfect.

The 'YouTube icon' is now part of the font glyph set so it can be typed just like any other letter or symbol.

Together, we’ve developed a font that combines the vibrant, user-friendly world of YouTube with the bold, freewheeling world of cinema and entertainment. YouTube Sans is the only visual asset that links every touch point of YouTube TV. It will bring brand recognition to a wide variety of digital and non-digital environments. It is slightly quirky and expressive, but also simple and bold, just like the platform it calls home.

The font family includes light, medium, and bold weights to offer a broad range of uses in and out of product.

YouTube Sans appears throughout the YouTube TV interface in its bold weight as a display typeface. The functions of the UI continue to use the system fonts. 

The type concept was conceived and designed working in partnership with Letterjuice in Barcelona and URW++ in Hamburg.

YouTube Sans made its first appearance during YouTube TV’s launch event in Los Angeles.

Now, YouTube has a typographic system that can carry YouTube’s message all over the world across all kinds of media. This is a font that can communicate its brand with only a glance. And a font family that will continue to grow with the speed and excitement of YouTube itself.