R/GA, Marketing Agency

How do you brand Google's latest AI-led innovation and drive attribution to it, especially when it will primarily be launched as a native feature in marketing Google doesn't own?

Circle to Search is a new way to search anything on your phone with a simple gesture. There was one problem, the feature was designed to blend in. Meaning there was no way Google would get the credit, when promoted in partners global marketing materials or product demos.

The solution? We went beyond creating a logo, we branded the interface itself.

We leveraged Google’s most recognizable equity (the four colors) and connected engineering and marketing together as one branded gesture. Ensuring no matter the partner who was leveraging the new feature, Google would always get the attribution through the subtle use of their most iconic colors. All the credit, in every environment.