Google Play
Updating the brand identity and visual design system for the world’s largest storefront.
Google Play is one of the largest storefronts in the world, but its brand had become recessive. Our task was to help them rethink the brand identity and system in order to build greater equity. We kept in mind that the brand itself should serve as a gateway to the content and experiences within, and that it had to be inclusive of the full spectrum of this content, as well as its diverse, global customer base. All while staying true to the overall Google brand.
The Play Prism
There was untapped potential in the legacy of Google Play’s logo.
The Prism logo origin story had no meaning or behaviour. So we reintroduced the Play Prism as a multidimensional device that sparked a spectrum of play. We made sure it has brand behaviours that can reveal new sides of what Google Play customers love and expand their world.
Design System
We expanded on the new multidimensional behaviours of the Prism to inspire our visual identity system.
We expanded the colour palette and brand behaviour, including motion, to show how the brand could adapt across customer segments and content. The brand in effect became the sum of its many parts, creating a more exciting, ownable Play experience across every touchpoint.
