client: Google
agency: Droga5

Design Director: Michael Kleinman

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CONTEXT

Google has traditionally avoided large areas of color use, which is now seen as a clearly identifiable aspect of their brand.

CHALLENGES

We needed to create a distinctive visual system to launch a new product in print, digital and OOH using effectively no color, and the most minimal hardware features.

OBJECTIVE

Create a prescriptive set of guidelines to ensure visual consistency across any type of layout in a flexible, responsive format for global use.

APPROACH

Build an easy-to-follow visual system that defines spacing, size, placement, and scale, all built off the brand ‘G’ that will work across all forms of media across the globe.