R/GA, Marketing Agency
Android
Global
Brand
Redesign
Android has 3.5BN active users, 12M developers and powers the Google ecosystem, but the brand itself was static, disconnected, corporate, increasingly invisible and losing share with GenZ.
We needed to go back to Android’s foundational values of freedom and inclusivity to reassert its future. We evolved the Android brand system to be more open and adaptive— moving with them across their connected world.
We resurfaced the world’s invisible super-platform to reflect the creativity and character of every user. Taking the Android logo from a disconnected, corporate mark to a brand — that all 3.5 billion users could see themselves in and reflected the creativity and culture of where the technology lives.
Brand Strategy
Brand & Verbal Design
Global Design System
Global and Local Market Toolkit
13%
Lift in Gen Z consideration
Record High
Global brand trust
53K+
Custom Bots created
A new wordmark designed to bring Google and Android closer together, (after 20 years!) finally defined Android's relationship with Google to lift consideration of the brand
New tools to enable co-creation at scale. We created over 200k droid characters to train a new AI-enabled tool to generate an infinite number of Bots, beloved by Android's 12M developers.
200k+Unique Bot Variations
53k+Bots Created
45k+Bots Downloaded
A new Android Developer design system, created to inspire and collaborate with 12M developers.
From an invisible technology, to a more iconic brand in culture. The brand's iconic Bot could now reflect the needs of a new generation: Implement by Android Global agency partners around the world. Creating a more open, adaptive, and inclusive of all 3.5BN users.