Google Identity System

Google is the world’s most popular search engine, with a relatively simplistic colour and design layout. Its clean interface allows for easy navigation, and its company continues to evolve and change with time. What was once a company whose primary function was to be a search engine, it has evolved into one of the largest companies in the technological industry. With such a large range of possibilities, Google honed in on the specific elements that have worked to shape the Google identity into one to make Google “more accessible and useful to [their] users.”

A new brand identity makes Google more accessible and useful to our users.

The elements that make up Google’s brand identity include the Google Logotype, the Google Dots, and the Google G. Standard across all of Google’s platforms (including the Google Chrome symbol, though not shown above) is Google’s four – colour palette. These easily recognizable colours help to tie together the differing Google elements and create the association between the colours and the company.

You may learn more about the development and the company by visiting here or here.

Toblerone

Toblerone is a company from Bern, Switzerland, that produces chocolates with a honey and almond nougat. Toblerone’s iconic logo is one that balances the usage of positive and negative space in a subtle, yet effective way. At a first glance, one would notice the way that the negative space surrounding and jutting into the positive space creates an illusion of a mountain. However, when looking closer, the negative space within the mountain creates the shape of a bear. This is rather fitting, considering that Bern is also home to the Matterhorn Mountain, which is nicknamed the “City of Bears.”

You may view Toblerone’s website here.

Rob Janoff

Rob Janoff is an American graphic designer, whose most well-known work is the Apple logo design. In 1977, he had his initial meeting with Steve Jobs regarding the logo design for Apple’s brand. During this time, the Apple Computer was still very new, and its first personal computer, the Apple II, was to be introduced with this new logo. Janoff’s idea was to create the logo based on the way apples appeared in real life. It was originally designed with rainbow stripes, signifying the Apple Computer’s ability to show images in colour. The “bite” out of the side of the apple was Janoff’s way of signifying that it was an apple instead of another fruit, along with being a play on words between the physical “bite” and the terminology of “byte.” This logo, though changed only slightly in terms of colour and dimensionality, has remained the same since 1977, and has become one of the most globally recognized symbols.

You can learn more about Janoff and his work by visiting his site here

Abram Games

Abram Games was known as one of the twentieth century’s greatest graphic designers, and was titled as the “Official War Poster Artist.” His most prominent work was created during the WWII era while working for the British. He uses striking visual imagery and high contrast to depict and promote the army forces. During his time as an influential graphic designer, Games described his own work and its relation to the public in this sense:
“I wind the spring and the public, in looking at the poster, will have that spring released in its mind.”
Games served in the army during WWII until 1941, when he was approached by the Public Relations Department of the War Office, looking for a graphic designer to make the Royal Armoured Corps a recruitment poster. One of his first designs would become one of his most notable designs, created in 1941 and nicknamed the “Bombshell Blonde,” which showcased an advertisement to “Join The ATS” (the Auxiliary Territorial Service.) Another one of his more famous pieces was the Festival of Britain Emblem, created in 1951.  He continued his work as a graphic designer for over six decades and eventually expanded his horizons to include subjects outside of his war advocacy.