June 1, 2007

Make it Shiny-er

This past week Apple Inc. announced its partnership with YouTube. From the looks of it, the Apple design team broke out the chamois and polished the YouTube logo to a high-gloss sheen. While I understand this was necessary to inject YouTube into the Apple TV environment, it concerns me that they would hand their identity over to Apple with such ease.

Nowhere on the YouTube do the glossy, reflective surfaces of the new mark exist. This leaves me wondering, is it important for major web companies to follow the same rules of branding vital to the rest of the business world? Or does the kaleidoscopic internet universe require enterprises to be fluid right down to their corporate identity?