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Google Identity

Creating a visual language for the world’s leading technology brand.


  • Year 2017
  • 4 weeks sprint 🤤
  • Branding, Research, User Experience, User Interface & Analytics
  • 672 screens
  • 156 hours


How the waves should fly.

We tackle the most challenging problems in Computer Science and related fields.

Being bold and taking risks allows our embedded teams to make discoveries that affect billions of users every day.


What we’ve come up with after the research.

In close collaboration with Google Creative Lab and the many wonderful teams at Google, this was an incredible undertaking that spanned a tremendous number of platforms and products. Our studio was able to assist in the ideation of the mark, creation of strict standards for the identity’s design and interactivity, and advise on the specific implementations of the identity across Google’s vast ecosystem of mobile products.


  • User Research
  • Product Strategy
  • Rapid Ideation & Prototyping
  • Technical Consulting
  • Usability Testing


A few of them.


Take a dip into it.

Probably you’re always thinking how it is made to work well? We’ve simple answer—just watch the short video we’ve made to show basic workflow that you as a user may experience.

Where it works?

Everywhere and anywhere.

Every single pixel is preprared to works everywhere and anywhere—it means that it is responsive and adaptive to each devices and resolutions.

You can easily use it from Mobile through Tablet and Desktop.


  • 12 456 832 pixels
  • All devices & platforms included
  • Blind mode friendly
  • 672 screens
  • 156 hours

Behind the scenes

So… this is how it is.

Evolving the Google Identity

More accessible and useful to our users.

Google is not a conventional company. Our mission—to organize the world’s information and make it universally accessible and useful—continues to evolve. Last year we introduced Material Design to help designers and developers embrace an expanding, multi-device, multi-screen world. With those considerations in mind, we are excited to share a new brand identity that aims to make Google more accessible and useful to our users—wherever they may encounter it.


How the waves should fly.


Similar works

We’re proud of. 😎