Challenge

The Google UX team that is in charge of research and how people work had an experimental space. It needed more than just a logo; the space needed a brand that encapsulated the core mission of UX Interface and Experience. The identity had to be thoughtful, intelligent, and distinctly Google, but also stand on its own as a symbol of this unique community engagement and research space. We created a brand that represents clarity, insight, and the human-centered focus at the heart of their work.

Approach

This visual mark is the new beacon for UXI, signifying a place where curiosity leads to innovation and where the very tools of research are being refined and perfected. It's a brand that doesn't just look good—it tells a story about Google's commitment to understanding its users, from the inside out.

We kicked off the project, workshopping ideas as a team using for inspiration with the clients. From the sketches, the next step of the creative process was to do quick digital sketches. Quick black and whites to flush all the ideas out. From there we refined and got to our winner.

Results

The excitement and engagement generated from internal communications around the Google UX org ensured they had a waitlist. Now the space is open to the entire Google org, so they can test and have a say in the future of working together for something bigger than us.