For the last 12 years, YouTube’s logo has been a pair of anachronisms wrapped inside each other. “We have the word tube in a tube,” says Christopher Bettig, the head of YouTube’s art department. “This is weird. No one know what this is.” Tube is slang for a television set, which used to be powered by vacuum tubes. But neither tubes nor TVs are central to the world’s biggest video service, which now reaches over 1.5 billion people each month, streaming to almost any screen with an internet connection. And so today the brand is getting its biggest aesthetic makeover ever. The YouTube logo is being refreshed, shifting the emphasis away from the word “Tube” and onto the familiar play button which has already become an iconic shorthand for the company. The service is also getting a new typeface, color scheme, and a bunch of major changes to the look, feel, and functionality of its desktop and mobile app. Melissa Smith, a user experience researcher, shows off a new mobile app feature at the YouTube office in San Bruno, CA. Though today’s logo change is the most significant in YouTube’s history, it’s not a complete transformation, like the morphing of Uber’s silver U into a backwards C. “It’s an evolution, not a revolution,” says Bettig. But the company is also using the moment to announce a basket of new features, planned changes, and ongoing experiments. The new look is a ribbon that ties these moves together, highlighting the company’s broader shift from a singular website to a family of different apps that stretch across multiple platforms. The challenge facing YouTube’s design and interaction team when they launched the redesign two years ago was how to tie together a host of products with very different audiences and uses. What started in 2005 as a singular website built for desktop internet users now exists on phones, tablets, game consoles, and, yes, television sets. What’s more, YouTube is no longer a single brand. Over the last few years it has spawned a family of services: YouTube Kids, Gaming, Red, TV, and Music. “We felt, because of all that growth, we were missing the mark. We wanted to make something more unified and cohesive, something that really