Google: Android brand identity

Category: Brand Identity, Rebrand; Entrant: R/GA Americas

Three 3D illustrated characters in bright and colourful skins, with the word 'hello' written in different languages

Android has 3.5 billion active users, 12 million developers and powers the Google ecosystem, but the brand itself was static, disconnected, increasingly invisible and losing share with Gen Z.

To reassert its future, Google needed to go back to Android’s foundational values of freedom and inclusivity. “Today we know people seek even greater autonomy and choice, especially younger generations as they build their own, connected ecosystems,” says R/GA Americas. “We evolved the Android brand system to be more open and adaptive, moving with them across their connected world – the opposite of walled gardens and rigid ecosystems.

Details of Android's identity design

“We redesigned and resurfaced the world’s invisible super platform to be borderless as it flexes across devices, the colour palette more accessible, and the robot (beloved by developers) more fun and expressive to reflect the different contexts and characters of every user.

“We also – after 20 years – defined Android’s relationship to Google by
bringing their identity systems closer together to lift consideration of the brand. Plus, we created new tools to help scale the brand and flex it across partners – from NASA to Peloton.”

Design Studio: R/GA Americas
Global CCO: Ti”any Rolfe
VP, Managing Director, Brand Design & Consulting: Melissa Jackson Parsey
ECD, Head of Brand Design: Augustus Cook
Executive Producer: Katia Davidson Ferrara
Group Account Director: Greer Oliver
Design Director, Brand Design: Paulo Assuncao
Designers, Brand Design: Junsun Ko, Paz Roberts
Associate Creative Director, Brand Design: Hugo Ferradas
Animation, Motion Design: Alice Aguiar, Gustavo Tadini, Antonio Souza
3D Design and Animation: Flavio Montiel, Felipe Mahalem
3D Design: Vinicius Lavor
Producers, Brand Design: Chaya Leverton, Kailee Bongiovi
Director of Production, Brand Design: Rafael Rodrigues
Senior Designer, Brand Design: Kinzie Burke