Brand Identity & Logo Design
–
R/GA, 2020—2025
Google Play is the world’s largest marketplace, with an unparalleled breadth of apps, games, and entertainment. However, with more options than ever for consumers, the brand didn’t help support “why Play” — it was passive, disconnected, transactional. We needed to prove Google Play was more than just a (super size) store — it could help you play.
We designed a new brand system for Google Play, uniting their full global ecosystem — across diverse IP and all the ways people engage with them. We transformed the prismatic logo into a navigator, activated through shape and behavior. It spins and rotates, helping cut through a sea of apps to take people straight to what they love. Motion introduces new planes and perspectives, complementing a diverse set of secondary shapes, flexible typography, and hues that allow the brand to scale to global proportions — all while feeling distinctly Play. That energy is echoed through a voice that welcomes everyone to play their way.
We made every interaction an affirmation for “why” Google Play — to prove it’s so much more than just a store. It connects people to experiences they love, so they can go celebrate, go create, go conquer, Go Play.
ECD: Augustus Cook
ACD: Paulo Assuncao, Guadalupe Gonzalez
Designers: Junsun Ko, Paz Roberts
Motion Design: Alice Aguiar, Antonio Souza
Google Play Design Lead (Google): Justin Gabbard
