Asians@YouTube
An empowering visual identity to celebrate Asian employees at YouTube.
2020
Visual identity,
Collateral Design,
Event Design
Collateral Design,
Event Design
Context
In celebration of Asian American and Pacific Islander Heritage Month, YouTube hosts an annual conference for Asian employees to gather, celebrate, and recognize the community’s incredible talent. In 2020, the event centered around the theme Rising Together—a call to empower and uplift the Asian community through shared challenges, creativity, and collective strength. The conference featured inspiring talks, performances, and workshops led by notable figures across the industry, from content creators and business owners to musicians and comedians.
Shapes + Color Palette
The final visual system embraces simplicity and flexibility, built from geometric forms that capture the essence of community—solidarity, bonds, passion, love, empathy, empowerment, hope, and support. Each shape functions as a visual metaphor, transforming intangible values into a shared visual language.
The exploration began with curated imagery capturing the emotional and symbolic spirit of these values—from the gentle nature of empathy to the radiant energy of hope. These references informed the geometric compositions, allowing abstract characteristics to take on structure and form. Once the geometric shapes were established, we selected colors that are harmonious yet contrasting, creating a sense of both diversity and unity.The resulting identity harmonizes seamlessly with the typeface Google Sans, creating a system that is both vibrant and adaptable—one that scales across print and digital expressions.
Logo Mark
The logo mark combines the letter “R”—representing Rising Together—with an arrow form that conveys upward movement and forward momentum. The integration of these two elements creates a unified symbol of growth, progress, and collective strength. Two lockup variations are shown to demonstrate flexibility across different layouts and applications.
