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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
Home as a
Workspace
Traditional
Workspaces
Non-Traditional
Workspaces
Strategy
Strategy
Tech Friendly
Aspiring
Curious
Optimistic
Passionate, true to
themselves, interesting,
engaged, switched-on
Strategy
Strategy
CXO
The
Shared
Mindset
Team Manager
Admin
User
Strategy
Future?
Strategy
Our Brand
Our Vision
Our Technology
Our Campaigns
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:
Expert
Egotistical
Every worker
Fun
Intelligent
Pretentious, know-it-all
Smart
IT nerd-speak
Casual
Slacker
Charismatic
Center of attention
Offering
Demanding
Sharing
Selling
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.
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
Horizontal logo
Icon
Brand Elements
Brand Elements
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
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 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.
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:
Brand Elements
Logo No-Nos
Brand Elements
Logo No-Nos
Brand Elements
Logo No-Nos
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.
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
Brand Elements
Brand Elements
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.
Brand Elements
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.