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.
Identifying Branding Issues
In the first phase, several critical points were identified in relation to the station’s branding:
accuracy, modernity and professionalism
1960s, structuralism, baroque, science
These problems led to low viewer numbers and a low level of awareness.
Strategic Solutions
During the definition phase, I outlined steps to address these issues:
The new style should reflect a modernized 60s vibe with elements of Structuralism and Baroque, fitting our brand archetype „The Sage“ and aligning with Jennifer Aaker’s Five Dimensions of Brand Personality it had to be a blend of excitement and competence.
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.
Color Scheme
Each thumbnail uses a tri-color scheme: primary color, black, and beige as the base color, with a bottom tag indicating video type („Seminar“ or „Guest“) and seminar number in vibrant 1960s hues. Thumbnails are structured by black lines forming a grid, representing the „mesh“ of signifiers central to Lacan’s structuralist approach. Each seminar has its own color code:
Used as the main theme color for Seminar I „Freud’s Papers on Technique 1953-1954“
R: 74 G: 163 B: 248
C: 70 M: 34 Y: 0 K: 3
HEX: #4AA3F8
Used as the main theme color for Seminar II „The Ego in Freud’s Theory and in the Technique of Psychoanalysis „
R: 78 G: 245 B: 166
C: 68 M: 0 Y: 32 K: 4
HEX: #4FF6A8
Used as the main theme color for Seminar III „The Psychosis“
R: 247 G: 45 B:47
C: 0 M: 82 Y: 81 K: 3
HEX: #F72D30
Used as the main contrasting color, either in the background and exclusively for the fonts, but mainly as the color of the structuring grid, reminiscent of Mondrian and Bauhaus, which entered popular culture in the 1960s.
R: 0 G: 0 B: 0
C: 0 M: 0 Y: 0 K: 100
HEX: #000000
The neutral base color of the channel, which contrasts with the bright seminar colors, is reminiscent of the interior design of the 1960s.
R: 253 G: 242 B: 227
C: 0 M: 4 Y: 10 K: 1
HEX: #FDF2E3
Capsule
During development, I chose Capsule, a high-contrast, rounded sans serif for the logo. Inspired by 60s fonts like Amelia and Data 70, Capsule’s playful, bulbous style reflects themes in Lacan’s work, enhancing our channel’s focus and look.
Playfair Display
For large titles and captions on thumbnails, I chose Playfair. Inspired by the European Enlightenment and John Baskerville’s designs, it links to Enlightenment and Baroque aesthetics, reflecting Lacan’s influences. Its clarity ensures readability on thumbnails.
Charka Petch
For longer texts and seminar titles, I chose Chakra Petch, a square sans serif with tapered corners. Its design recalls early CRT monitor fonts, connecting to early computing, cybernetics, and structuralism. This choice helps create a unified and striking brand identity reflecting our channel’s 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.