Joyn — Case study
Joyn Brand Creation
I have always wanted to forge a brand.
Starting with the name, then the logo, colors, sounds and animations. In 2018/2019, I fulfilled that dream by creating the brand “Joyn”.
Watch “The Joyn Brand Essence” on YouTube ↗
We were building a streaming platform to compete with Prime Video and Netflix.
Time was running out. Our competitors were (and still are) far ahead, so our USP had to be unique: we had to be the local champion. Where the US competition offered global content, we would truly understand “local” and make people feel they belong.
Our name had to carry a sense of community.
We wanted people to join our effort to make TV better and change the way entertainment had been broadcast to Germans and Europeans so far.
We looked for symmetry in every aspect of our design.
Our brand acts as the “presenter” and aggregator of all kinds of content. Symmetry gave us a balanced look and feel across marketing and product. The logo was designed in close collaboration between our in-house design team and the great Violet Office.
Flip through the brand book
We needed a symbol that captured the essence of our brand, our trademark and our vision.
So the “Smile” was born. It can stand on its own and morph into the full trademark and back, ensuring a strong brand presence across the platform and marketing.
We called it the Smile because it embodied so much of what our brand aspired to be. A smile is universally understood, it gives energy and it is uniquely human.
We chose Campton as our main typeface.
Its spacing paired well with our experience design. The font is geometric, with many round shapes: legible, yet human, transmitting warmth and community.
The color is black and white.
Well, not entirely.
The trademark itself is black or white because it presents and aggregates content. It doesn’t have one or two colors. It has all of them, as it absorbs the color of the content it presents.
