A brand is more than a name, a logo, a colour scheme, a slogan – it is more than the sum of these things. A brand is whatever people think you are. As a company we shape our brand in many ways, including through the thoughtful, consistent use of visuals and language in our communications. Google has one of the most valuable, highly recognised brands in the world. It’s an incredibly valuable asset, and one worth protecting through careful adherence to these guidelines.

Logo

Google’s logo consists of our name, the letterforms we use to display our name and our corporate colours. Google’s logo is among the most recognisable in the world. It is the primary way people identify our company and our brand. In short, our logo speaks for itself and should therefore be given plenty of “breathing room” in the form of white space around it. It should not

In order for the logo to stand out from the crowd and be presented as intended, adequate space should be given around the mark. The clear space around the logo should always be equal to or greater than the x-height of the Google workmark.

Spacing X

X

X

X

X

Online

The shaded (raster) version of the logo is used for online use on a white background.

Print

or black background.

Usage

of the logo is used for print and online use in the special circumstances when the design calls for a solid colour background.

of the logo is only used in print when greyscale printing is the ONLY option. This should only be used in extremely unusual cases.

of a photograph. The area in which the logo lies must be on a somewhat solid background so the logo can be seen clearly.

Special

Circumstances

Don’ts

or raster) should never be on a colour background as one of the letters will most always disappear against a similar colour.

The logo is never to be

permission to do so.

**

Don’ts

The logo (colour or white) should never be placed on top of a busy photograph as it causes the logo to blend in with the background.

The Google logo cannot be used as part of a sentence. The correct way to do this is to use text in the headline, and place the Google logo elsewhere on the page.

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Colour

The Google logo is made up of four bright colours: blue, red, yellow and green. These bold corporate colours reinforce Google’s brand as simple and playful, but also strong. Equally important is our use of white space as the dominant visual element of nearly everything we produce – from our original

simple, straightforward approach.

We use these colours as our colour palette for the majority of our collateral. With the exception of the logo, we avoid using all four of our colours together at once. On the rare occasion when you need to use colours other than these four, please contact the creative team for secondary colours.

Primary Palette Pantone: C 123 U 109 CMYK: C 0 24 94 0 U 0 16 100 0 Hex: #EEB211 RBG: 238 178 17

Pantone: C 199 U 199 CMYK: 0 100 62 0 Hex: #D53225 RGB: 213 15 37

Pantone: C 300 U 3005 CMYK: C 100 44 0 0 U 100 34 0 2 Hex: #3369E8 RGB: 51 105 232

Pantone: C 362 U 362 CMYK: 70 0 100 9 Hex: #009939 RGB: 0 153 37

Secondary Palette Pantone: C 403 U 403 CMYK: 0 0 0 65 Hex: #666666 RGB: 102 102 102

Grey is used for body copy in much of our print collateral. Grey may be used occasionally for marketing landing pages, but should be avoided in online collateral.

Don’ts

Avoid dull, muted colours such as pastels or earth tones.

When using yellow, avoid using white text over it or using yellow text over a white background, as it is hard to read.

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Typography

We use Open Sans as our primary typeface, or font. The application of all fonts should be simple and straightforward, conveying the friendly tone we embody as a brand and complementing the serif letterforms of the Google logotype. No other fonts should be used on external marketing materials

Open Sans is in TrueType font format, compatible on both Mac and PC platforms. The family contains an 897 character set (which includes standard ISO Latin 1, Latin CE, Greek, Cyrillic, and Vietnamese character sets). Open Sans uses a standard font naming convention: regular, light, bold, semibold, extra bold and condensed light weights.

Typography

Samples

Google owns the copyright to Open Sans, and the license

from the Google Brand Site and install on your computer.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Primary fonts

Secondary fonts

The secondary fonts should only be used for special design requirements and should not replace the primary fonts.

Open Sans RegularOpen Sans Italic

Open Sans Semibold

Open Sans Semibold Italic

Open Sans Bold

Open Sand Bold Italic

Open Sans Condensed Light

Open Sans Condensed Light Italic

Open Sans Light

Open Sans Light Italic

Open Sans Extra Bold

Open Sans Extra Bold Italic

Typesetting Font Size: The preferred font size for body copy is 9.5 points. For small (copyright) text, do not set type smaller than 6 points.

Tracking: Default tracking of Open Sans should be set to -10 letterspacing. Slight adjustments should be made to correct single widow and orphan words on a line of text.

Leading: Set the leading (the vertical spacing between lines of text) to 1.3333 times larger than the font point size; for example, if the font size is 9.5 points, set the leading to 12.5.

Kerning: The setting for kerning (the individual spacing between characters) in a layout program should be left at the default “Metrics” setting. For large headlines or very small type, setting kerning to “Optical” will give better kerning results.

Special

Circumstances

In certain instances, for technical reasons, you can or must use Arial, Droid or Helvetica instead of

Browser-based text for websites

HTML Email text

PowerPoint presentations

Presently

Web banner/display ads

Don’ts Do not use double spaces after the full-stop (period) of a sentence. A sentence should always be followed by a single letter space.

Never leave single word widows (or orphans).

Do not exceed a column width of more than 12-

No space should be used around hyphens in hyphenated words. When using hyphens like you would bullets, or in a list, make sure the hyphen is followed by a space.

Do not use a hyphen or double hyphen for a dash in text, where it’s used to signify a break in thought or parenthetical statement. Use an em dash [—] or en dash [–] with no space before and after.

Before and after

The following examples show common brand guideline errors that appear during creative review. An improved design for each example shows the

Example 1

There should be order to a layout’s organisation. Use it to visually prioritise elements.

decoration in print, such as

Example 2

This design carefully balances text, imagery and open-space. Alignment and grids are used to create organised columns and clean lines.

Avoid using all four Google colours together, as it can be overpowering. Using a font other than Open Sans is not recommended.

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Example 3

Use illustration purposefully and photography only when necessary. Think: simple, clean and to the point.

Graphics which do not add value can make your design seem cluttered and busy.

The first global Doodle 4 GoogleWorld Cup 2010www.google.com/lovefootball

Barbara  Szpirglas,  14France

Aniruddh  Menon,   17                    Mena

Cheng  Hung,  17                              China

Luka  Dostlek,   17            Czech  RepublicDaniel  Joel,  13                              EnglandHong  Chen,  17                      

       Taiwan

Nikisha  Lalloo,   13              Soputh  Africa

Priyanka   Sha

h,   12                

   Kenya

Manuel  Colarusso,   16

                   Italy

Jakob  Junghanss,    15                    Germany

Spain

Yuna  Choi,   15    

                           Korea

Kwabena  Asumadu-­‐Tieku,          12                    Ghana Solomon  Mola,   15                     Israel

Gloria  Lo,  15                              

AustraliaHolly  Pierce,      13                              New  Zealand

Rens  Doornbusch,      15                    Netherlands

Example 4

The use of open-space

makes the content more straightforward.

Even for unconventional collateral, such as a mousemat, the Google brand guidelines should still be followed.

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Example 5

Even a 1-colour ad can be ‘Googley’ too. Pique the reader’s interest and hold it.

Don’t always go for the obvious solution. Avoid visual clichés.