Vanishing Mediators
2023
Psychology / Philosophy
Animation / Video production
YouTube / Branding
In 2023, I joined a YouTube channel dedicated to exploring and presenting Jacques Lacan’s seminars through discussions, presentations, and interviews. Lacan’s work, which revitalizes Freud’s theories with Structuralism, is examined in-depth, with two weeks devoted to each chapter. Despite our detailed approach, the channel’s visual identity did not effectively reflect our mission.
Brand
Our initial assessment revealed significant branding issues: a lack of established identity, poor recognizability, and unclear representation of our core values (accuracy, modernity, professionalism) and themes (1960s, structuralism, baroque, science). These deficiencies directly contributed to low viewership and limited awareness. To tackle these problems, my strategy focused on developing consistent thumbnails, designing a new logo and comprehensive channel branding, and creating an engaging intro. The aim was to forge a modernized 1960s aesthetic infused with Structuralism and Baroque elements.
Thumbnails employ a tri-color scheme of a primary color, black, and a beige base. A bottom tag, in vibrant 1960s colors, indicates the video type („Seminar“ or „Guest“) and seminar number. Black lines form a grid, symbolizing the „mesh of signifiers„ central to Lacan’s structuralist approach.
Theme Colors
The neutral contrasting colors evoke Mondrian, Bauhaus, 1960s pop culture and the era’s interior design. They are featured in the structuring grid and as a neutral base highlight the seminar colors.
Paper Blue
HEX: #4AA3F8
RGB: (74, 163, 248)
HSL: (209, 93%, 63%)
CMYK: (70, 34, 0, 3)
Dupin Green
HEX: #4FF6A8
RGB: (78, 245, 166)
HSL: (152, 89%, 63%)
CMYK: (68, 0, 32, 4)
Robin Red
HEX: #F72D30
RGB: (247, 45, 47)
HSL: (359, 93%, 57%)
CMYK: (0, 82, 81, 3)
Canvas
HEX: #FDF2E3
RGB: (253, 242, 227)
HSL: (35, 87%, 94%)
CMYK: (0, 4, 10, 1)
Black
HEX: #000000
RGB: (0, 0, 0)
HSL: (0, 0%, 0%)
CMYK: (0, 0, 0, 100)
Logo
The logo for „The Vanishing Mediators,“ featuring the initials V & M, forms a diagonal bar that also characterizes the split subject, the divide between the conscious and unconscious mind, a crucial concept in Lacanian theory.
Fonts
For longer texts and seminar titles, Chakra Petch was chosen. This square sans serif with tapered corners evokes early CRT monitor fonts, linking to early computing, cybernetics, and structuralism. These font choices create a unified and striking brand identity, reflecting our channel’s core themes.
Seminar Reading Thumbnail
The first type is for seminar readings. Each thumbnail features the left side for content and the right side with a halftone image, half in black and half in the seminar’s color. This design ensures consistency and clearly distinguishes each seminar, reflecting our core values.
Interview Thumbnails
The second type of thumbnail is for interviews, focusing on the guest’s name and image. It features a large title and an intense mint color for the guest slot, with subtopics in smaller text beneath the name. This design highlights the individual catches the eye while maintaining a professional appearance without using clickbait tactics.
Sketch Thumbnails
The third type is for Nick Castelluci’s sketches, which are creatively absurdist and loosely related to Lacan. They feature a striking yellow and black color scheme with bold titles. The design was simplified for consistency, with text on the right. As the sketches aren’t always related to Lacan, they have a separate channel.
Intro
A mellow yet catchy song, paired with images of key figures in Lacan’s work emerging from the shadows, reflects the channel’s deep dive into psychology. This intro reinforces our brand identity and welcomes returning viewers.
Channel Banner
A YouTube banner is crucial for a strong first impression and brand identity. Our banner features a washed-out image of Lacan with a quote from Seminar II: „The Other, don’t use that term as mouthwash.“ This emphasizes our commitment to faithful, in-depth analysis of Lacan’s work, setting a clear tone of rigorous scholarship and thoughtful engagement.
Conclusion
By employing the Double Diamond Process, we successfully redefined and revitalized the channel’s visual identity to align with our mission and values. This comprehensive approach ensured a cohesive and professional brand presence, significantly enhancing recognition and engagement. Initially, the channel generated substantial buzz due to its novelty, but this was followed by a noticeable dip in engagement. Through meticulous design improvements, we have ensured a slow but consistent growth in viewership.
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