Since we helped create the YouTube Kids logo, we understood that the logo should always jump, expand, collapse, dance and be active. Inspired by all the crazy, funny characters from the YouTube Kids world and just like most kids, a logo that cannot sit still!

Our goal was to create a completely new and diverse universe with a wide array of characters, where it was possible for every child to find something that they could relate to or identify with. Creating a broad spectrum of cute quirky, cool and silly characters allowed us to reach kids of all ages and interests.

We decided to build the characters based on the real world of YouTube – keyboard cat, bottle flipping, slime and so on. We built every character using a scale specifically created for the project. The idea was that every character had to hit the perfect balance between cute and fun, with a touch of weird.

The illustrators worked closely together on the project, occasionally drawing on each other’s sketches to add extra details or quirks. Two minds are always better than one and we know that sharing is key to creating great ideas.

The first step to developing the universe was to push the boundaries for how weird and wonderful the characters could be. We shared and swapped our ideas by going old school with pen to paper.

Then we scaled it back to make sure we hit that cute vs weird balance. The aim was to create as many original and authentic characters as possible, made especially for this universe. Through the process it was also important to not “talk down” to the kids and instead create a world that reached a wider audience including adults - inspired by how Adventure Time is enjoyed by all ages.

That one time in life where your darling sprinkle toast design actually turns into an oversized bean-bag :D