Google Brand Identity 2020

About

The brand identity for Rare with Google serves as a masterclass in balancing corporate rigor with raw, artistic expression. Orchestrated by the creative minds at MAUD, the project transcends traditional marketing collateral, evolving into a cohesive visual language that champions diverse creative talent. The identity relies on a sophisticated tension between brutalist design principles and editorial refinement, effectively bridging the gap between professional structure and uninhibited creativity. Across the various applications—from print publications and tactical booklets to digital UI illustrations—the work leans into a distinct monochromatic palette, punctuated by deliberate bursts of vibrant orange and emerald green. The execution is marked by high-contrast typography and a recurring use of expressive, hand-drawn scribbles that disrupt clean layouts, creating a tactile depth that feels both modern and grounded. Techniques such as halftone printing, fine-line ink engraving, and deliberate collage-style layering ensure that the branding remains dynamic rather than static. By integrating classical etching motifs with contemporary, minimalist mobile interfaces, the identity captures a sense of movement and professional evolution. This is not merely a collection of logos, but a comprehensive design system that communicates a clear mission while maintaining an avant-garde aesthetic that feels authentically rooted in the creative industry's ongoing conversation around innovation and accessibility.