YouTube Art Department

Creative Director
Chris Bettig

Senior Motion Designer
Andrew Lebov

Project Manager
Ash Qualischefski

Staff Designer
Robyn Lee

Visual Designer
ChingFa Lung
Jessie Zo

UX Shorts Team

Senior Director
Jonathan Terleski

Senior Staff Product Designer
Aaron La Lau

Senior Staff UI Designer
Marshall Bock

Role                          Logo Design

Identity System Design

Guideline Creation

I was instrumental in defining YouTube Shorts' visual presence within the broader YouTube ecosystem. I refined the Shorts logo to align with YouTube’s brand grid system, optimized pixel ratios and ensured a balanced visual that integrates seamlessly into the YouTube product family (Main, Premium, Music, Kids, TV, Studio).

Collaborating with the creative director, senior designers, and motion designers, I helped develop a dynamic identity system that captures the vibrancy, energy, and cultural relevance that define YouTube Shorts. This system includes a comprehensive set of brand assets—such as the logo, icon, color palette, imagery, typography, and motion guidelines—documented in a robust guideline for global internal and external teams.

In 2024, YouTube Shorts reached over 2.3 billion monthly active users and generated more than 70 billion daily views, with the identity system playing an instrumental role in this success. Designed to empower product and marketing teams worldwide, the guideline supports cohesive brand expressions across markets, enabling culturally relevant and impactful campaigns. Through close collaboration with the Shorts team, we created an adaptable brand framework that resonates globally, contributing to the platform’s expansive growth and user engagement across diverse platforms and user touchpoints.