Google for Work

📋 1 Guidelines

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Sector

Software

Region

Usa

Language

English

Tags

Internet

Official Websites

Brand Guidelines

UNKNOWN

Categories

Brand Voice
  • Work is undergoing an exciting transformation. The old work systems of process, exclusivity and hierarchy are giving way to new ideas around exploration, transparency and networks.
  • Technology innovations are allowing workers to determine the ways that work best for them, rather than allowing work to dictate how they should get the job done. This new freedom is creating a happier, more collaborative workforce. And bosses are beginning to understand the productivity benefits of this new way of working.
  • Our brand voice should reflect this shift by handing power over to the end-user, rather than telling them what to do, how to do it, and when to do it. We are innovators and creators, but we’re not authoritarians or teachers. We have game-changing tools for the new workforce but we aren’t creating strict guidelines around how these tools are used; it is the user who creates the magic.
  • Our voice is: Expert Every worker Fun Intelligent Smart Casual Charismatic Offering Sharing
  • Simple: We should always talk to people like they are one of us—because they are. Keep it conversational and jargon-free. We don’t have to be stiff. But nobody likes blather, so make the point quickly and move on.
  • Smart: Google has always set a high standard for respecting our customers’ brains. If we intelligently tell people what our products do, our advantages will be self-apparent. We don’t have to over-explain; people will get it.
  • Surprising: Make the magic, magic. We have some amazing, game-changing products. Let’s blow people away with them. Whenever we can let them discover the magic for themselves, we should. A simple “wow” is the greatest compliment we can be paid.
  • Fun: We are in the tricky position of needing to establish business cred without losing our Googleyness. We need to keep it light without making it light. Be confident, but lose the ego. Keep it about the customers and what works for them. Don’t wallow in the greatness of our products.
  • Useful: Know who we’re talking to, know what they need before they need it, and then don’t sell them. Tell them, show them or let our customers show them. The less we have to say it, the more people will believe it.
Brand Imagery
  • The image should feature the phrase ‘Google for Work’ with the ‘Google’ logo prominently displayed. The ‘Google’ logo consists of the word ‘Google’ written in a standard font, with each letter in a different color: ‘G’ in blue, ‘o’ in red, the second ‘o’ in yellow, ‘g’ in blue, ’l’ in green, and ’e’ in red. Adjacent to the logo, the words ‘for Work’ should be written in a plain, sleek, gray font, with ‘for’ in lowercase and ‘Work’ capitalized. The background should be clean and white, emphasizing simplicity and professionalism. The overall composition should be centered, with the logo and text aligned horizontally, conveying a corporate and modern appearance associated with Google’s branding for enterprise or workplace solutions.
Color Palette
  • Seriously, when used consistently, our color palette helps provide a consistent visual identity across all communications. Use this color palette when designing materials for Google for Work. For all body copy, use Google for Work Gray, and accent using Google for Work Blue.
  • Google for Work Gray 54% Opacity Black Hex #757575 RG B 117/117/11 7 CMYK 0/0/0/54 PMS Cool Gray 8
  • Google for Work Blue Hex #4285F4 RG B 66/133/244 CMYK 71 /30/0/0 PMS 2173
  • Google for Work Red Hex #EA4335 RGB 234/67/53 CMYK 0/88/85/0 PMS 179
  • Google for Work Yellow Hex #FBBC05 RGB 250/187/5 CMYK 0/25/100/0 PMS 7408
  • Google for Work Green Hex #34A853 RGB 52/168/82 CMYK 76/0/92/0 PMS 7738
  • In lieu of the colors listed on this page, you may use the following PANTONE® Colors, the standards for which are shown in the current edition of the PANTONE formula guide. The colors, CMYK, RGB, and hexadecimal breakdowns shown on this page have not been evaluated by Pantone for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Color Publications for accurate color. PANTONE® is the property of Pantone LLC.
Typography
  • Typography is an important part of the Google for Work identity. We use Roboto to express a neutral, yet friendly appearance across all of our communications.
  • Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types.
  • Roboto in all weights can be obtained through the Google Fonts website.
  • Arial, you’re cool but we’re only going to use you in cases where Roboto can’t be accessed. Never use Arial in print, and only sparingly online.
  • Roboto Thin & Thin Oblique
  • Roboto Light & Light Oblique
  • Roboto Regular & Oblique
  • Roboto Medium & Medium Oblique
  • Roboto Bold & Bold Oblique
  • Roboto Black & Black Oblique
  • Roboto Condensed & Condensed Oblique
  • Roboto Bold Condensed & Bold Condensed Oblique
  • When designing for Google for Work, type must always appear clear and legible.
  • Google for Work uses white backgrounds and scale of type to create hierarchy within a communication piece. Headlines should be at least twice the point size of body copy, with all leading set to 1.2 times the font size.
  • Body copy should be set in Roboto Light. Always set type in the Google Gray. URL in Medium.
Logo Usage
  • Whatever you do, please don’t modify or alter its elements. It’s not nice. And only use artwork that has been provided with this brand book.
  • Unless noted, product logos follow the same usage rules as the Google for Work logo.
  • Remember, if you’re creating any sort of content that features a single product and its corresponding icon, please do not distort or animate the icon in any way. In other words, let the icon be.
  • Each product (except the umbrella “Google for Work” and “Google for Education” brands) have an icon-based lockup with monochrome type, and an icon-free version with 4-color type on the word Google.
  • Like other logos, please don’t modify or alter its elements
  • The full-color logo is preferred and should be used whenever possible.
  • In cases where color reproduction just doesn’t look good, use the one-color 54% black or one-color reverse version for a clean, simple look.
  • When used over photographic backgrounds, use one­color versions of the logo to provide contrast. On a light-colored photographic background, use the 54% black one-color logo. On a medium-to-dark photo background, use the reversed one-color logo.
  • Just like you should never wake up a sleepwalking coworker, you should never alter the configurations of the Google for Work logo as provided in these guidelines. Here are some examples of some serious no-no’s:
  • Do not display the “for Work” modifier in four colors.
  • Do not rotate, stretch, or distort the logo in any way.
  • Do not create alternate configurations of the logo.
  • Do not change the proportions of the logo elements.
  • Do not display the “for Work” modifier on its own.
  • Do not display a stroke on the logo.
  • Do not add unnecessary effects to the logo.
  • Do not change the typeface of the “for Work” modifier.
  • Let’s promise to never use our logo like this.
  • And definitely don’t gif it.
  • What personal space is to people is what clear space is to our logo. And what no clear space is to our logo is what riding around in the trunk of a car is to people. Get it?
  • Basically, clear space is what we call the area surrounding the Google for Work logo. Try to keep enough distance from any other graphic elements to ensure that the logo appears distinctly in any environment.
  • Make sure to give the logo at least one x-height distance away from the closest object on all sides.
  • To ensure legibility of the logo, the minimum height of the gray Google logo should be no less than 22px, or 0.175in.
  • (Note: these rules apply to all product logos as well.)
Tone And Messaging
  • Our brand voice should reflect this shift by handing power over to the end-user, rather than telling them what to do, how to do it, and when to do it. We are innovators and creators, but we’re not authoritarians or teachers. We have game-changing tools for the new workforce but we aren’t creating strict guidelines around how these tools are used; it is the user who creates the magic.
  • Our voice is: Expert, Every worker, Fun, Intelligent, Smart, Casual, Charismatic, Offering, Sharing
  • Simple: We should always talk to people like they are one of us—because they are. Keep it conversational and jargon-free. We don’t have to be stiff. But nobody likes blather, so make the point quickly and move on.
  • Smart: Google has always set a high standard for respecting our customers’ brains. If we intelligently tell people what our products do, our advantages will be self-apparent. We don’t have to over-explain; people will get it.
  • Surprising: Make the magic, magic. We have some amazing, game-changing products. Let’s blow people away with them. Whenever we can let them discover the magic for themselves, we should. A simple “wow” is the greatest compliment we can be paid.
  • Fun: We are in the tricky position of needing to establish business cred without losing our Googleyness. We need to keep it light without making it light. Be confident, but lose the ego. Keep it about the customers and what works for them. Don’t wallow in the greatness of our products.
  • Useful: Know who we’re talking to, know what they need before they need it, and then don’t sell them. Tell them, show them or let our customers show them. The less we have to say it, the more people will believe it.
  • “Work the way you live” is our brand vision and macro end­user promise. It’s what we believe in and deliver to our users. But be careful to never use the line in any of our creative assets. It should only be used in presentations for sales, events, and speaking notes.
Brand Values
  • Google products touch millions of people but we’ll only focus on those that share our values.
  • Tech Friendly Hold a positive view of technology and make it an active part of their life
  • Aspiring Passionate, true to themselves, interesting, engaged, switched-on
  • Curious Open-minded and like to explore new things
  • Optimistic Enjoy life and always put forth their best efforts
Visual Style
  • The ‘Google’ logo consists of the word ‘Google’ written in a standard font, with each letter in a different color: ‘G’ in blue, ‘o’ in red, the second ‘o’ in yellow, ‘g’ in blue, ’l’ in green, and ’e’ in red. Adjacent to the logo, the words ‘for Work’ should be written in a plain, sleek, gray font, with ‘for’ in lowercase and ‘Work’ capitalized. The background should be clean and white, emphasizing simplicity and professionalism. The overall composition should be centered, with the logo and text aligned horizontally, conveying a corporate and modern appearance associated with Google’s branding for enterprise or workplace solutions.
  • Whatever you do, please don’t modify or alter its elements. It’s not nice. And only use artwork that has been provided with this brand book.
  • Unless noted, product logos follow the same usage rules as the Google for Work logo.
  • Please do not distort or animate the icon in any way. In other words, let the icon be.
  • Each product (except the umbrella “Google for Work” and “Google for Education” brands) have an icon-based lockup with monochrome type, and an icon-free version with 4-color type on the word Google.
  • Follow the consumer brand guidelines for Chrome and Android when using them with Google for Work.
  • Try to keep enough distance from any other graphic elements to ensure that the logo appears distinctly in any environment.
  • Make sure to give the logo at least one x-height distance away from the closest object on all sides.
  • To ensure legibility of the logo, the minimum height of the gray Google logo should be no less than 22px, or 0.175in.
  • (Note: these rules apply to all product logos as well.)
  • Only contracted Premier Partners may use the Premier designation.
  • We do not offer badges on a product level. All partners are either a ‘Google for Work Partner’ and/or a ‘Google for Education Partner’
  • Like other logos, please don’t modify or alter its elements
  • The full-color logo is preferred and should be used whenever possible.
  • In cases where color reproduction just doesn’t look good, use the one-color 54% black or one-color reverse version for a clean, simple look.
  • When used over photographic backgrounds, use one­color versions of the logo to provide contrast. On a light-colored photographic background, use the 54% black one-color logo. On a medium-to-dark photo background, use the reversed one-color logo.
  • Do not display the “for Work” modifier in four colors.
  • Do not rotate, stretch, or distort the logo in any way.
  • Do not create alternate configurations of the logo.
  • Do not change the proportions of the logo elements.
  • Do not display the “for Work” modifier on its own.
  • Do not display a stroke on the logo.
  • Do not add unnecessary effects to the logo.
  • Do not change the typeface of the “for Work” modifier.
  • And definitely don’t gif it.
  • What we are trying to say is, “Don’t do stuff like this.”
  • Use this color palette when designing materials for Google for Work. For all body copy, use Google for Work Gray, and accent using Google for Work Blue.
  • Google for Work Gray 54% Opacity Black Hex #757575 RGB 117/117/117 CMYK 0/0/0/54 PMS Cool Gray 8
  • Google for Work Blue Hex #4285F4 RGB 66/133/244 CMYK 71/30/0/0 PMS 2173
  • Google for Work Red Hex #EA4335 RGB 234/67/53 CMYK 0/88/85/0 PMS 179
  • Google for Work Yellow Hex #FBBC05 RGB 250/187/5 CMYK 0/25/100/0 PMS 7408
  • Google for Work Green Hex #34A853 RGB 52/168/82 CMYK 76/0/92/0 PMS 7738
  • In lieu of the colors listed on this page, you may use the following PANTONE® Colors, the standards for which are shown in the current edition of the PANTONE formula guide. The colors, CMYK, RGB, and hexadecimal breakdowns shown on this page have not been evaluated by Pantone for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Color Publications for accurate color. PANTONE® is the property of Pantone LLC.
  • Typography is an important part of the Google for Work identity. We use Roboto to express a neutral, yet friendly appearance across all of our communications.
  • Roboto in all weights can be obtained through the Google Fonts website.
  • Arial, you’re cool but we’re only going to use you in cases where Roboto can’t be accessed. Never use Arial in print, and only sparingly online.
  • When designing for Google for Work, type must always appear clear and legible.
  • Google for Work uses white backgrounds and scale of type to create hierarchy within a communication piece. Headlines should be at least twice the point size of body copy, with all leading set to 1.2 times the font size.
  • Body copy should be set in Roboto Light. Always set type in the Google Gray. URL in Medium.
Iconography
  • Unless noted, product logos follow the same usage rules as the Google for Work logo.
  • Remember, if you’re creating any sort of content that features a single product and its corresponding icon, please do not distort or animate the icon in any way. In other words, let the icon be.
  • Each product (except the umbrella “Google for Work” and “Google for Education” brands) have an icon-based lockup with monochrome type, and an icon-free version with 4-color type on the word Google.
Layout And Composition
  • The background should be clean and white, emphasizing simplicity and professionalism. The overall composition should be centered, with the logo and text aligned horizontally, conveying a corporate and modern appearance associated with Google’s branding for enterprise or workplace solutions.
  • The overall layout suggests a concept of flexible work environments, connecting different workspace types with personal travel modes, emphasizing a balanced, adaptable approach to work life.
  • The text is centered and styled in a consistent font, with the phrase ‘(consistent creative, businesses/schools have gone & activities are going)’ appearing below in smaller, subdued text, indicating ongoing activities and campaigns. The background should be clean and minimalistic, emphasizing clarity and professionalism, with subtle visual separation between sections, perhaps using spacing or light lines.
  • Make sure to give the logo at least one x-height distance away from the closest object on all sides.
  • To ensure legibility of the logo, the minimum height of the gray Google logo should be no less than 22px, or 0.175in.
  • Google for Work uses white backgrounds and scale of type to create hierarchy within a communication piece. Headlines should be at least twice the point size of body copy, with all leading set to 1.2 times the font size.
Brand Architecture
  • Our Brand
  • Google for Work
Partner Badges
  • If you are a business which was granted Google for Work Partner or Google for Education Partner status as part of the Google for Work Partner Program, you will be automatically granted access to a Google for Work and/or Google for Education Partner badge.
  • Only contracted Premier Partners may use the Premier designation.
  • We do not off er badges on a product level. All partners are either a ‘Google for Work Partner’ and/or a ‘Google for Education Partner’
  • Like other logos, please don’t modify or alter its elements
Tagline Guidelines
  • Our tagline is the connective tissue in all of our marketing materials. It helps us sign off or start up our communications, and embodies the unique changes that Google is bringing to the workforce.
  • Gone Google is our mantra. Scratch that, it’s our rallying cry. It means that something is improving. Maybe it’s a company or maybe it’s a process, but whatever it is, it’s becoming more efficient, more productive and more pleasant. And that’s our goal for work.
  • Gone Google is also a clever way for us to talk about the momentum of our customers. When a company has Gone Google, they have stepped into a totally new world of opportunity and teamwork. They now have access to tools that can transform their business, and we are happy to be a part of their journey.
  • Whether it’s old news or happened just five seconds ago, use the past tense version of our tagline when a company or activity has already converted to using Google.
  • (Example: Betabrand has gone Google.)
  • When talking about someone or something currently in the process of going Google, the tagline switches to the present tense.
  • (Example: Working face-to-face is going Google)
  • The “is going” present tense is most applicable in broader terms, when you cannot yet state that an entire activity or entity has converted.
  • “Work the way you live” is our brand vision and macro end­user promise. It’s what we believe in and deliver to our users. But be careful to never use the line in any of our creative assets. It should only be used in presentations for sales, events, and speaking notes.
🐛 Report