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Google Play

2022

Helping an all-star team define motion principles for Google Play’s 2022 rebrand

The brief

Google Play was turning ten in 2022, and like most pre-teens, was growing up fast and needed a new look. The brand had become a tad transactional, and wasn’t living up to its name or purpose as a platform of discovery. Together with the legacy logo being commonly dubbed a ‘prism’, this formed a core brand idea for R/GA, who were tackling the rebrand. The identity system and logo was to jump to 3D. Be made multi-dimensional. Set to always-active. In late 2021 I was linked up with the brand team in New York to help bring this idea to life, build the identity system and build the 3D logo in motion. Mega brief.

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Agency: R/GA

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Outcome

Motion principles and assets that dialed up the play. Working with the brand team over a span of three months, we developed the main logo sequences, built sets of prism behaviours and defined how this concept of prism expanded to the broader identity system in motion. Google gave the green light on R/GA’s work in mid-2022, which is now being rolled out globally. Special shout to the entire team and particularly the below. I came in at the nine-yard line to pick up some incredible work.

Credits:

Project Legends: Augustus Cook (ECD), Chaya Leverton (Producer), Elaine Li (Designer)

Motion Principles

Motion Design

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Credits:

Project Legends: Augustus Cook (ECD), Chaya Leverton (Producer), Elaine Li (Designer)

Motion Principles

Motion Design

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