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Partner Brand Book

Table of Contents

Strategy

Brand Elements

23

Our playbook. Our game plan. Our plan for the game.
Our book of plays. You know, strategy.

Strategy

Brand Vision Statement


Work is more than calculating profits, balancing supply & demand
or pushing paper. Work is people coming together to dream, hack,
create, hustle and build.
People should connect easily to share ideas, develop them
together, and get things done from anywhere.
Work is where we spend so much of our time. Technology should
make work easier and faster, not harder. It should get out of the
way so our ideas have space to grow and inspiration is free to
strike at any moment.
When we use the tools that make our lives easier, work gets
better.
The best of Google, now available for work.
-- Google for Work

Home as a
Workspace

Work the way you live

Traditional
Workspaces

Non-Traditional
Workspaces

Strategy

Were not traditional Enterprise


Once upon a time, work looked like Jack Arnold. You know, the
dad from Wonder Years. Hed have a briefcase constantly in
hand, dress shoes, slacks, tie, and a face like he had been
sighing all day. Work had a strict 9-5 schedule and consisted
mostly of frustrational fits with work tools and technology.
But thats all changing. Jack wears a t-shirt, and sneakers to
work now. Sometimes those sneakers are even slip-ons.
*gasp* Hes stuffed all those important papers and folders into
the cloud. The word office doesnt even have a set address
anymore. Jack can work from home, the coffee shop, a bar, in
an airplane, and pretty much anywhere he needs to.
Google for Work helps Jack move faster, dictate his schedule,
and make work more enjoyable. Thats what working the way
you live is all about.

Strategy

Speaking to Those Who Share Our Mindset

Google products touch millions of people but well


only focus on those that share our values.

Tech Friendly

Aspiring

Curious

Optimistic

Hold a positive view


of technology and
make it an active part
of their life

Passionate, true to
themselves, interesting,
engaged, switched-on

Open-minded and like to


explore new things

Enjoy life and always put


forth their best efforts

Strategy

What does for Work mean? (Brand Positioning)


A belief in a better way to work.
Work doesnt just happen in an office, on a laptop, or from 9-5 anymore. People desire
freedom to work the way they live and we supply the tools to collaborate effortlessly, move
fast, and to bring ideas to life.
The best of Google, now at work.
Google has transformed how we find and use information. Google for Work is leveraging the
best of our consumer products and tailoring them to the business environment to help users
create a totally new way of working thats more fun and fulfilling.
Focus on the end-user.
Google for Work is focused on providing the tools to help users work smarter, easier, and onthe-go. We want to connect with workers who share our mindset and put the tools in their
hands that empower them to work in their own way.

Strategy

The Shared Mindset


Users in businesses everywhere who know there is a
better way to work (e.g., using the tech they use at
home for work).
They are familiar with Google consumer products
and they believe technology makes their lives
more productive.
These people have been forced for too long to use
complex work tech that hinders their ability to work
together and creates daily frustration as simple tasks
become a chore. They want more.

CXO

The
Shared
Mindset

Team Manager

Admin

And their aspirational mindset will drive them there.

User

Strategy

Evolution of Work Tools

Future?

Strategy

Brand Hierarchy / Brand Architecture

Our Brand

Our Vision

Work the way you live.

Our Technology

Our Campaigns

___________ has gone Google. (tagline)


across products, campaigns and events.
(consistent creative, businesses/schools have gone & activities are going)

Strategy

Brand Voice
The Spirit of Work
Work is undergoing an exciting transformation. The old work systems of
process, exclusivity and hierarchy are giving way to new ideas around
exploration, transparency and networks.
Technology innovations are allowing workers to determine the ways that
work best for them, rather than allowing work to dictate how they should
get the job done. This new freedom is creating a happier, more
collaborative workforce. And bosses are beginning to understand the
productivity benefits of this new way of working.
Our brand voice should reflect this shift by handing power over to the
end-user, rather than telling them what to do, how to do it, and when to do
it. We are innovators and creators, but were not authoritarians or
teachers. We have game-changing tools for the new workforce but we
arent creating strict guidelines around how these tools are used; it is the
user who creates the magic.

Strategy

Brand Voice
Our voice is:

Our voice isnt:

Expert

Egotistical

Every worker

A billion dollar corporation

Fun

Cheesy, trying too hard

Intelligent

Pretentious, know-it-all

Smart

IT nerd-speak

Casual

Slacker

Charismatic

Center of attention

Offering

Demanding

Sharing

Selling

Our spirit animal is

this space is
intentionally left blank

Strategy

Brand Tone
Simple

We should always talk to people like they are one of usbecause they are. Keep it
conversational and jargon-free. We dont have to be stiff. But nobody likes blather, so
make the point quickly and move on.

Smart

Google has always set a high standard for respecting our customers brains. If we
intelligently tell people what our products do, our advantages will be self-apparent. We
dont have to over-explain; people will get it.

Surprising

Make the magic, magic. We have some amazing, game-changing products. Lets blow
people away with them. Whenever we can let them discover the magic for themselves,
we should. A simple wow is the greatest compliment we can be paid.

Fun

We are in the tricky position of needing to establish business cred without losing our
Googleyness. We need to keep it light without making it light. Be confident, but lose the
ego. Keep it about the customers and what works for them. Dont wallow in the
greatness of our products.

Useful

Know who were talking to, know what they need before they need it, and then dont sell
them. Tell them, show them or let our customers show them. The less we have to say
it, the more people will believe it.

How to be Google for Work chic. (Its so hot right now.)

Brand Elements

Getting to Know
Our Logo
Work has gone Google, and our logo
says just that. Say hello, get to know it,
become BFFs.
Whatever you do, please dont modify or
alter its elements. Its not nice. And only
use artwork that has been provided with
this brand book.
You can find Google for Work logos
here.

Brand Elements

Product Lockups & Icons


Weve taken the best of our consumer products and
enhanced them for work. That being said, our product logos
are like little babies of the momma Google for Work logo.
Unless noted, product logos follow the same usage rules as
the Google for Work logo.
Remember, if youre creating any sort of content that
features a single product and its corresponding icon, please
do not distort or animate the icon in any way. In other words,
let the icon be.
Each product (except the umbrella Google for Work and
Google for Education brands) have an icon-based lockup
with monochrome type, and an icon-free version with 4-color
type on the word Google.
Find them all here.

Horizontal logo

Horizontal logo w/ icon

Icon

Brand Elements

Other Google Logos


Google for Work is often partnered with other Google
products and brands, such as the Google for
Education, Cloud Platform, Chrome, and Android
logos. These logos have their own usage guidelines,
which can be found below. Follow the consumer
brand guidelines for Chrome and Android when using
them with Google for Work.

Brand Elements

Clear Space and Minimum Size


Clear Space
What personal space is to people is what clear
space is to our logo. And what no clear space is to
our logo is what riding around in the trunk of a car is
to people. Get it?
Basically, clear space is what we call the area
surrounding the Google for Work logo. Try to
keep enough distance from any other graphic
elements to ensure that the logo appears distinctly
in any environment.
Make sure to give the logo at least one x-height
distance away from the closest object on all sides.
Minimum Size
To ensure legibility of the logo, the minimum height
of the gray Google logo should be no less than
22px, or 0.175in.
(Note: these rules apply to all product
logos as well.)

Brand Elements

Partner Badges
If you are a business which was granted Google
for Work Partner or Google for Education Partner
status as part of the Google for Work Partner
Program, you will be automatically granted
access to a Google for Work and/or Google for
Education Partner badge.
Only contracted Premier Partners may use the
Premier designation.
We do not offer badges on a product level. All
partners are either a Google for Work Partner
and/or a Google for Education Partner
Like other logos, please dont modify or alter its
elements

Brand Elements

Color Variations and Backgrounds


We want to make sure people can see our logo in
any context, so weve made a gaggle of Google for
Work logo variations for you to use.

Full-color
Preferred version

Color Variations
The full-color logo is preferred and should be
used whenever possible.
In cases where color reproduction just doesnt look
good, use the one-color 54% black or one-color reverse
version for a clean, simple look.

One-color 54% black

One-color reverse

Backgrounds
When used over photographic backgrounds, use onecolor versions of the logo to provide contrast. On a
light-colored photographic background, use the 54%
black one-color logo. On a medium-to-dark photo
background, use the reversed one-color logo.

Use one-color 54% black when applying


over light photographic backgrounds

Use one-color reverse when


applying over medium or dark
photographic backgrounds

Brand Elements

Logo No-Nos
Just like you should never wake up a sleepwalking coworker, you should never alter
the configurations of the Google for Work logo as provided in these guidelines.
Here are some examples of some serious no-nos:

Do not display the for Work


modifier in four colors.

Do not display the for Work


modifier on its own.

Do not rotate, stretch, or distort the


logo in any way.

Do not create alternate


configurations of the logo.

Do not change the proportions of


the logo elements.

Do not display a stroke on the logo.

Do not add unnecessary effects to


the logo.

Do not change the typeface of the


for Work modifier.

Brand Elements

Logo No-Nos

Lets promise to never use our logo like this.

Brand Elements

Logo No-Nos

And definitely dont gif it.

Brand Elements

Logo No-Nos

What we are trying to say is, Dont do stuff like this.

Brand Elements

Color Palette
We like our reds to taste like cinnamon. We like our yellows to taste like corn flakes.
We like to test if people know the difference between palette and palate.
Seriously, when used consistently, our color palette helps provide a consistent visual identity
across all communications. Use this color palette when designing materials for Google for Work.
For all body copy, use Google for Work Gray, and accent using Google for Work Blue.

Google for Work Gray

Google for Work Blue

Google for Work Red

Google for Work Yellow

Google for Work Green

54% Opacity Black

Hex #4285F4

Hex #EA4335

Hex #FBBC05

Hex #34A853

Hex #757575

RGB 66/133/244

RGB 234/67/53

RGB 250/187/5

RGB 52/168/82

RGB 117/117/117

CMYK 71/30/0/0

CMYK 0/88/85/0

CMYK 0/25/100/0

CMYK 76/0/92/0

CMYK 0/0/0/54

PMS 2173

PMS 179

PMS 7408

PMS 7738

PMS Cool Gray 8


In lieu of the colors listed on this page, you may use the following PANTONE Colors, the standards for which are shown in the current edition of the PANTONE formula guide. The colors, CMYK, RGB, and hexadecimal breakdowns shown on this page have
not been evaluated by Pantone for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Color Publications for accurate color. PANTONE is the property of Pantone LLC.

Brand Elements

Tagline: Gone Google


Our tagline is the connective tissue in all of our marketing
materials. It helps us sign off or start up our
communications, and embodies the unique changes that
Google is bringing to the workforce.
Defining Gone Google
Gone Google is our mantra. Scratch that, its our rallying
cry. It means that something is improving. Maybe its a
company or maybe its a process, but whatever it is, its
becoming more efficient, more productive and more
pleasant. And thats our goal for work.
Gone Google is also a clever way for us to talk about the
momentum of our customers. When a company has Gone
Google, they have stepped into a totally new world of
opportunity and teamwork. They now have access to tools
that can transform their business, and we are happy to be
a part of their journey.

Brand Elements

Gone Google vs. Going Google

Whether its old news or happened just five seconds ago, use
the past tense version of our tagline when a company or
activity has already converted to using Google.

When talking about someone or something currently in the


process of going Google, the tagline switches to the
present tense.

(Example: Betabrand has gone Google.)

(Example: Working face-to-face is going Google)


The is going present tense is most applicable in
broader terms, when you cannot yet state that an entire
activity or entity has converted.

Brand Elements

Usage: Work the way you live


Work the way you live is our brand vision and macro enduser promise. Its what we believe in and deliver to our users.
But be careful to never use the line in any of our creative
assets. It should only be used in presentations for sales,
events, and speaking notes.

Brand Elements

Typography
Ah, and now the slide the type fanboys were waiting
for. Typography is an important part of the Google for
Work identity. We use Roboto to express a neutral, yet
friendly appearance across all of our
communications.
Roboto (Primary)
Roboto has a dual nature. It has a mechanical
skeleton and the forms are largely geometric. At the
same time, the font features friendly and open curves.
While some grotesks distort their letterforms to force
a rigid rhythm, Roboto doesnt compromise, allowing
letters to be settled into their natural width. This
makes for a more natural reading rhythm more
commonly found in humanist and serif types.
Roboto in all weights can be obtained through the
Google Fonts website.
Arial (Alternate)
Arial, youre cool but were only going to use you in
cases where Roboto cant be accessed. Never use
Arial in print, and only sparingly online.

Brand Elements

Type Usage
This may be a no-brainer, but we just want to be
safe. When designing for Google for Work, type
must always appear clear and legible. Because,
well, its more pleasant on the eye.
Google for Work uses white backgrounds and
scale of type to create hierarchy within a
communication piece. Headlines should be at
least twice the point size of body copy, with all
leading set to 1.2 times the font size.

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