Branding the Tech Giant

Braden Mackey

We organize the world’s information and make it universally accessible and useful.- Google

Table of Contents

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History & Overview

Logo Exploration

Advertisements

Mobile Application

What is Google?The BeginningFrom Backrub To GoogleLogo HistoryMilestonesBeyond SearchInternet FameNew HardwareNo HandsBad NetworkingGoogle Today

Retro PartnershipAnniversarySocial MediaStock SymbolSaleAward

Event Advertisement - WIRED MagazineService Advertisement - PC MagazinePublic Announcement - Time MagazineSocial Media Advertisement - Billboard

Google PlacesOutdoor AdvertisementMagazine Advertisement

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Infographic

In Store Display

Brand Standard Guide Our LogoOur TypefaceOur ColorsUsageAlternative VariationsDoodlesWrap Up

Table of Contents

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History & Overview

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What Is Google?

Google is one of the most popular and powerful corporations

in the entire world that provides internet-related products and

services. It is known as the search giant that nearly every person

online uses every single day. Google offers a wide range of

services such as internet search, email, cloud computing, video

hosting, software, social networking and more. Nearly all of their

services are free and most of their profit is gained from their

online advertising service, Adwords.

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The Beginning

In 1995, Larry Page and Sergey Brin first met at Standford. A year

later, the Stanford computer science grad students began their

first search engine research project called BackRub. BackRub was

a web-crawler written in Java and Python that ran on Stanford’s

server which indexed 75 million HTML URLs with 30 million HTML

pages downloaded by the crawler. Larry Page was pretty much the

owner of the project at the time with the help of Scott Hassan, Alan

Steremberg and Sergey Brin. In 1997, BackRub was taken off the

Stanford servers as their servers could not handle the bandwidth

needed to suit the university. Larry and Sergey also decided to give

the search engine and new name, now known as Google.

History & Overview

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From Backrub to Google

Google is a play on the word ‘googol’ which is the digit 1 followed

by 100 zeros. They chose Google because they wanted to

reflect their mission to organize a seemingly infinite amount of

information on the web.

In August of 1998, Sun co-founder Andy Bechtolsheim wrote a

check to Google before they were even an official company for

$100,000. A month later, they set up their first workspace in a

garage in Menlo Park, California, set up their company back

account to deposit their check and hired their first employee,

Craig Silverstein, a fellow computer science graduate student from

Stanford. Their first year had an average of 3,600,000 searches.

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Logo History

Google’s first logo was designed by Sergey Brin using the free graphic

design application, GIMP. That same year, they changed the ‘G’ to blue

and added the exclamation similar to that in use by Yahoo.

In August of 1999, a year after the first logo was introduced, Ruth

Kedar, a Consultant Art Professor from Stanford, created the logo that

is still used to this day. The logo typeface is ‘Catull Regular’ and can be

downloaded directly from Google.

History & Overview

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Milestones

In the year 2000, Google released it’s first 10 languages, won their

first webby-award and launched it’s advertising program, Adwords

to 350 customers. A year later Schmidt was named chief executive

and chairman of the board of directors. In 2003, Google acquired

Pyra Labs, the creators of Blogger. In 2007, Google topped $700 per

share. In 2010, Google introduced their first ever Super bowl ad.

Larry Page becomes CEO in 2011.

Some of Google’s biggest milestones include launching Gmail in April

2004, purchasing YouTube in November 2006 for $1.65 billion, and

unveiling the Android operating system in 2007. However, there are

many more milestones that are worth being noted.

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Beyond Search

Over the years, Google has released many of it’s own services as

well as bought out others. Some of their most popular services

include Gmail, Google Maps, Google Chrome, Google Talk, Google

Drive, and Google Play.

Google has acquired many services as well. Some of their best are

the Android operating system, YouTube and their newest buy-out,

Sparrow, a simplistic mail program.

History & Overview

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Internet Fame

One of Google’s smartest decisions was to buy the video sharing

service, YouTube. No re-branding required, the video giant has

changed the way we watch video forever. From cat videos to

Rebecca Black’s Friday music video, YouTube sees nearly 72 hours

of video uploaded every minute and over 800 million unique visits

to YouTube each month.

The first video ever uploaded to YouTube was uploaded at 8:27PM

on Saturday April 23rd, 2005. The video is titled Me at the zoo and

has only 9 million views.

The most viewed video in YouTube history with 786,025,077 views

is Justin Bieber - Baby ft. Ludacris.

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New Hardware

With the Android operating system, many phone manufacturers

have jumped on the smartphone bandwagon to produce

outstanding phones branded with Google and Android to compete

with other top smartphones such as the iPhone. Recently, there

has been a large market for tablets that Google has been pushing.

The Nexus 7, by ASUS featuring Android 4.1 Jellybean is one of the

top selling tablets on the market.

With the recent purchase of Motorola, Google may begin creating

it’s own hardware to compete with it’s own suppliers. This may be

the best or worst decision Google has ever made.

History & Overview

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No HandsIn 2005, the first driverless car by Google was introduced at the

DARPA Grand Challenge which won and recieved a $2 million prize

from the United States Department of Defense. The project is

currently being led by Google engineer Sebastian Thrun, the co-

creator of Street View.

These cars are ran on Google Street view and use the Android OS

to operate. With over 300,000 miles logged, not one accident has

been reported. The only accidents (2) were from manual driving

and a rear-end incident at a traffic light from another driver.

These cars are legally aloud on all roads in Nevada as of March 1,

2012 and recently in California and Florida.

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Bad NetworkingOrkut, founded and created in 2004 by a Google Engineer, is a

MySpace/Facebook alternative that is still in beta that launched

a month before Facebook. Dodgeball was acquired by Google in

2005 as a mobile service for checking into real-world locations.

The service was closed in 2009. The original founder went on to

create Four-Square, a very popular mobile app. Jaiku, created

in 2005 and acquired by Google in 2006 was a Twitter-like

service that was started when Twitter was getting big. It never

succeeded. Google Wave, founded in 2009, and Google Buzz,

founded in 2010, were Google’s first branded jabs at social

networking. Neither saw success.

For years, Google has been trying to enter the social networking

game. With it’s recent launch of Google+ being somewhat of a

hit, they have years of failure leading to it’s existence. Only time

can tell how long Google+ will last.

History & Overview

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Google Today

Over the past 14 years, Google has accomplished more than what

most companies could dream of. From 3,600,000 searches in their

first official year to 1,722,071,000,000 searches in 2011, they have

over 540 services and nearly 5 billion visitors per day. With over

30,000 employees, Google’s boundaries are far from being found.

History & Overview

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Logo Exploration

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Retro

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Logo Exploration

Partnership

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Anniversary

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Social Media

Logo Exploration

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Stock Symbol

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Sale

Logo Exploration

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Award

Logo Exploration

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Advertisements

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The future is about to be in your hands.Join us for our new release of Ice Cream Sandwich products .

Monday, November 26, 10 a.m.Doors open at 9:30 a.m.

Basketball City @ Pier 36299 South Street, New York, NY

Event Advertisement - WIRED Magazine

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Advertisements

Service Advertisement - PC Magazine

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An apology to the public.

Security is a major issue at Google. We want to give our users the most secure service possible. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam leo quam, bibendum quis porttitor quis, vestibulum nec felis. Vestibulum sapien mauris, hendrerit fringilla malesuada scelerisque, luctus a eros. Cras consectetur scelerisque massa, vitae placerat ipsum volutpat ut. Nullam rhoncus, ante pretium vehicula ultricies, justo massa ultricies turpis, vestibulum fringilla odio ante ac nulla. Curabitur eget justo sit amet ligula adipiscing dapibus in id tortor. Nam leo arcu, mollis sit amet feugiat eget, tristique at leo. Integer imperdiet suscipit dolor, nec sodales turpis mollis et. Maecenas id elit nisi. Phasellus rhoncus urna et ligula hendrerit eu rhoncus sem porttitor. Proin varius nunc vel eros viverra condimentum. Etiam tellus orci, fringilla in elementum vitae, blandit nec libero.

Praesent purus sem, congue ac tincidunt in, tincidunt vel est. Nulla elementum pharetra elit, in blandit est faucibus a. Nulla risus nunc, ornare non feugiat sed, feugiat sit amet tortor. Phasellus tempor nibh a metus congue consectetur. Donec auctor tempus ligula, ut mattis enim consequat eget. Proin massa purus, porttitor id cursus eleifend, eleifend vel lectus. Morbi imperdiet quam mauris. Pellentesque habitant morbi tristique senectus et netus et malesuada famesturpisegestas. et, accumsan ut erat.

Sincerely,Larry PageFounder and CEO

Advertisement

Public Announcement - Time Magazine

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Advertisements

Social Media Advertisement - Billboard

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Mobile Application

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IntroducingGoogle Places 2.0

Google Places is a mobile app for Android and iOS devices that

uses your phones location and camera to provide information

for businesses around you in real time. You simply open the

app and point your phone at the store, business, restaurant,

etc. The app will automatically detect the location. You then tap

“Tap for Info” and a small information box pops up providing the

business name, address, phone number, and website address.

The app also provides the ability to see inside the store, powered

by the new Google Indoor Street View.

With this app, you can see ratings of stores/businesses, save

your favorite stores, and see inside the store without even going

inside. You also have the ability to share your location or favorite

business via Facebook, Twitter, Google Plus, FourSquare, email

and text message.

Places

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Step One

Tap the icon to begin.

Step Two

Point device at any building.Tap the dialogue box when ready.

Step Three.

View business information. Rate, share, or save to places.

Step Four.

View inside the business via Google Indoor Street View (feature not applicable to all businesses)

Step Five.

Access saved places.

Mobile Application

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Outdoor Advertisement

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Mobile Application

Magazine Advertisement

Places

No more “What’s that place.”

Google Places 2.0

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Infographic

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In Store Product Display

Infographic

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In Store Display

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In Store Product Display

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In Store Display

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Brand Standards Guide

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Brand Guidelines

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This is a guide to the basic elements that make up Google.

56 Our Logo

58 Our Typeface

60 Our Colors

62 Logo Usage

64 Alternative Variations

66 Doodles

68 Wrap Up

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Our logo is a very important asset to our brand. It represents us in a visual form that should be treated with value and respect. Please do not abuse our logo.

01 Print Logo

This logo is to only be used for print material. This includes any printed publications, billboards, posters, packaging, and advertising.

02 Online Display Logo

This logo is to only be used for all online display material. This includes websites, online advertising and online applications.

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Our typeface.

Catull Regular

Catull Regular is our logotype that is used only in our logo. This typeface is never used for any-thing else for anything within our brand.

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Open Sans

Open Sans is a san-serif typeface that is used for our corporate material. This typeface is used for all print and online material and is available in multiple styles. Please use this typeface whenever possible.

AaABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789

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Our colors are what represent the personality of Google. It is very important to us that our colors are used properly.

These are our primary colors. These colors are used within our logo and graphical elements across our brand and services.

Pantone 300 C

CMYK - 0979bfRGB - 0079c2

Pantone 199 C

CMYK - ec1c50RGB - ee174f

PMS - 123 C

CMYK - ffc428RGB - ffc424

PMS - 362 C

CMYK - 4cab48RGB - 49a942

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Note Though these are the alternative colors, the primary colors may be still be used at a minimal level.

These are the corporate colors that are used for text and one color graphic elements.

Pantone 300 C

CMYK - 0979bfRGB - 0079c2

Pantone 403 C

CMYK - ec1c50RGB - ee174f

Pantone Black C

CMYK - ffc428RGB - ffc424

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Logo Usage is very important for any brand. We hope that our logo is respected in everyway, especially the way it is presented.

01 Color & Space

Always leave enough space around thelogo for room to breath. This should beused with any variation of the logo. Please use this variation only for print applications.

02 Solid Blue

If a solid variation is needed, please only use the logo in blue, gray, black.Our logo can also be used in white ifon a dark background.

03 Web Display

This is the correct usage for online and display. Please do not use this logo for any print material.

04 Visual violence!!

Do not change the color orientation. Ever.

05 No hillsides

Do not slant our logo for any reason.

06 The 90’s called

Do not put a drop shadow on our logo.

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Alternative variations of our logo are always welcome. However, we are very strict about the color usage. Please use with caution.

01 Pantone 300 C

You may use our logo in blue for any applicationwith a white background.

02 Pantone 403 C

You may use our logo in gray for any applicationwith a white or light grey background.

02 Pantone Black C

You may use our logo in black for any applicationwith a white or light background.

Note For any dark background, please use our logo in white.

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Doodles are a huge part of Google. We usedoodles on our homepage as a way to celebratebirthdays, holidays, and other special events inworld history.

01 Finland

This doodle was used on December 6, 2012to celebrate a national holiday.

02 Canada

This doodle was used on November 26, 2012 to celebrate childrens television programming.

Note Doodles are only used on our homepage. They should not appear anywhere else.

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Wrap Up.

If for any reason you are in need of help with designing within our brand, please refer back to this document. Our brand is very important to us and we hope it is to you as well.

This book can also be viewed online.

Visit brandguidelines.google.com(username: google, password: brandme)