R/GA, Marketing Agency
Google Play Multi-dimensional discovery.
Despite Android’s ubiquity, Google Play was struggling to stay relevant and its place in Google’s ecosystem was unclear. Play needed a clear vision for its purpose, a simplified brand architecture, and a refreshed identity that leverages Google’s strengths. We set out to develop a brand that would live up to the spirit of its name, and inspire new behaviors—particularly discovery.
We started with Play’s own equity, the Prism, and honed in on the idea that prisms are active and multidimensional––just like actual play. So, we developed a dynamic identity that reflects all sides of play.
The new brand identity reintroduced a legacy Google product to the world, bringing clarity to Play’s role within the Google ecosystem. The new systems and standards gave the brand a unified presence; resulting in one brand, rebuilt as a single operating system.
Brand Strategy
Brand & Verbal Design
Design System
Brand Campaign
Global and Local Market Toolkit
Brand Positioning
Brand Architecture
Verbal Identity System
Visual Identity System
Photography Art Direction
Brand System Guidelines
Packaging System
We saw untapped potential in Google Play’s legacy logo, commonly referred to as “the Prism.” Prisms aren’t flat, but active and multidimensional, just like play itself. And we know that users appreciate experiences that uncover something interesting or help them achieve something new. To build on that understanding, we shifted from a static logo into a dynamic, prismatic behavior––and designed a visual, verbal, and behavioral identity that always reveals new sides of what people love.
Here, we’re celebrating how Google Play allows users to explore more without bounds, never putting people or their favorite content in boxes based on ‘fandoms’ or categories. Just as people’s interests are rich, ever-changing, and multidimensional, there's more than just one side to Google Play. The goal isn’t for users to see themselves differently, but to see how people, as diverse and interesting as they are, experience content in diverse and interesting ways on Google Play.