A brand is more than a name, a logo, a colour scheme, a slogan – it is more than the sum of these things. A brand is whatever people think you are. As a company we shape our brand in many ways, including through the thoughtful, consistent use of visuals and language in our communications. Google has one of the most valuable, highly recognised brands in the world. It’s an incredibly valuable asset, and one worth protecting through careful adherence to these guidelines.
Logo Google’s logo consists of our name, the letterforms we use to display our name and our corporate colours. Google’s logo is among the most recognisable in the world. It is the primary way people identify our company and our brand. In short, our logo speaks for itself and should therefore be given plenty of “breathing room” in the form of white space around it. It should not EH PRGLȴHG RU FXVWRPLVHG XQGHU DQ\ FLUFXPVWDQFHV
Spacing
X
X
X
X
X
In order for the logo to stand out from the crowd and be presented as intended, adequate space should be given around the mark. The clear space around the logo should always be equal to or greater than the x-height of the Google workmark.
Usage
Print 7KH ČľDW YHFWRU YHUVLRQ RI WKH ORJR LV XVHG IRU SULQW RQ D ZKLWH or black background.
Online The shaded (raster) version of the logo is used for online use on a white background.
Special Circumstances
7KH ȵDW YHFWRU ZKLWH YHUVLRQ of the logo is used for print and online use in the special circumstances when the design calls for a solid colour background.
7KH ȵDW YHFWRU EODFN YHUVLRQ of the logo is only used in print when greyscale printing is the ONLY option. This should only be used in extremely unusual cases.
7KH ȵDW YHFWRU ZKLWH YHUVLRQ RI WKH ORJR VKRXOG EH XVHG RQ WRS of a photograph. The area in which the logo lies must be on a somewhat solid background so the logo can be seen clearly.
Don’ts
** 7KH IRXU FRORXU ORJR ȵDW or raster) should never be on a colour background as one of the letters will most always disappear against a similar colour.
The logo is never to be PDQLSXODWHG RU PRGLȴHG XQOHVV ZH JLYH VSHFLȴF permission to do so.
Don’ts
The logo (colour or white) should never be placed on top of a busy photograph as it causes the logo to blend in with the background.
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The Google logo cannot be used as part of a sentence. The correct way to do this is to use text in the headline, and place the Google logo elsewhere on the page.
Colour The Google logo is made up of four bright colours: blue, red, yellow and green. These bold corporate colours reinforce Google’s brand as simple and playful, but also strong. Equally important is our use of white space as the dominant visual element of nearly everything we produce – from our original KRPH SDJH WR RXU DG FDPSDLJQV ΖW UHȵHFWV RXU simple, straightforward approach. We use these colours as our colour palette for the majority of our collateral. With the exception of the logo, we avoid using all four of our colours together at once. On the rare occasion when you need to use colours other than these four, please contact the creative team for secondary colours.
Primary Palette
Pantone: CMYK: Hex: RBG:
C 123 C 0 24 94 0 #EEB211 238 178 17
U 109 U 0 16 100 0
Pantone: CMYK: Hex: RGB:
C 199 0 100 62 0 #D53225 213 15 37
U 199
Pantone: CMYK: Hex: RGB:
C 300 C 100 44 0 0 #3369E8 51 105 232
U 3005 U 100 34 0 2
Pantone: CMYK: Hex: RGB:
C 362 U 362 70 0 100 9 #009939 0 153 37
Secondary Palette
Pantone: CMYK: Hex: RGB:
C 403 0 0 0 65 #666666 102 102 102
U 403
Grey is used for body copy in much of our print collateral. Grey may be used occasionally for marketing landing pages, but should be avoided in online collateral.
Don’ts
Avoid dull, muted colours such as pastels or earth tones.
Organize the world’s information and make it universally accessible and useful. When using yellow, avoid using white text over it or using yellow text over a white background, as it is hard to read.
Typography We use Open Sans as our primary typeface, or font. The application of all fonts should be simple and straightforward, conveying the friendly tone we embody as a brand and complementing the serif letterforms of the Google logotype. No other fonts should be used on external marketing materials H[FHSW ZKHUH VSHFLȴHG Open Sans is in TrueType font format, compatible on both Mac and PC platforms. The family contains an 897 character set (which includes standard ISO Latin 1, Latin CE, Greek, Cyrillic, and Vietnamese character sets). Open Sans uses a standard font naming convention: regular, light, bold, semibold, extra bold and condensed light weights.
Typography Samples
ABCDEFGHIJKL MNOPQRSTUV WXYZ abcdefghijklmnopqrst uvwxyz 1234567890 Google owns the copyright to Open Sans, and the license LV LQFOXGHG ZLWK WKH IRQW ȴOHV 6LPSO\ GRZQORDG WKHVH ȴOHV from the Google Brand Site and install on your computer.
Primary fonts
Secondary fonts
Open Sans Regular Open Sans Italic Open Sans Semibold Open Sans Semibold Italic Open Sans Bold Open Sand Bold Italic Open Sans Condensed Light Open Sans Condensed Light Italic Open Sans Light Open Sans Light Italic Open Sans Extra Bold Open Sans Extra Bold Italic The secondary fonts should only be used for special design requirements and should not replace the primary fonts.
Typesetting 6SHFLȴFDWLRQV
Font Size: The preferred font size for body copy is 9.5 points. For small (copyright) text, do not set type smaller than 6 points. Tracking: Default tracking of Open Sans should be set to -10 letterspacing. Slight adjustments should be made to correct single widow and orphan words on a line of text. Leading: Set the leading (the vertical spacing between lines of text) to 1.3333 times larger than the font point size; for example, if the font size is 9.5 points, set the leading to 12.5. Kerning: The setting for kerning (the individual spacing between characters) in a layout program should be left at the default “Metrics” setting. For large headlines or very small type, setting kerning to “Optical” will give better kerning results.
Special Circumstances
In certain instances, for technical reasons, you can or must use Arial, Droid or Helvetica instead of 2SHQ 6DQV &RQȴUP ZLWK WKH FUHDWLYH WHDP ȴUVW ȏ Browser-based text for websites ȏ HTML Email text ȏ PowerPoint presentations ȏ Presently ȏ Web banner/display ads
Don’ts
Č? Do not use double spaces after the full-stop (period) of a sentence. A sentence should always be followed by a single letter space. Č? Never leave single word widows (or orphans). Č? Do not exceed a column width of more than 12 ZRUGV SHU OLQH RU UHDGHUV ZLOO KDYH GLÉ?FXOW\ GLÎ?HUHQWLDWLQJ OLQHV RI WH[W IURP HDFK RWKHU Č? No space should be used around hyphens in hyphenated words. When using hyphens like you would bullets, or in a list, make sure the hyphen is followed by a space. Č? Do not use a hyphen or double hyphen for a dash in text, where it’s used to signify a break in thought or parenthetical statement. Use an em dash [—] or en dash [–] with no space before and after.
Before and after The following examples show common brand guideline errors that appear during creative review. An improved design for each example shows the DSSURYHG VROXWLRQ DIWHU VLJQ RÎ?
Example 1
$YRLG XVLQJ ZHE HÎ?HFWV DQG decoration in print, such as WDEOHV JUDGLHQWV RU UHČľHFWLRQV
There should be order to a layout’s organisation. Use it to visually prioritise elements.
Example 2 Google AdWordsโ te reklam YHUHQOHU DUDGรณNODUรณ ศ ศ EDฤกDUรณศ ศ \รณ EXOGX 5HNODP EDรบOร รทร Qร ]
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Elle tutulur, gรถzle gรถrรผlรผr sonuรงlar. Google AdWords ile รงok JHQLฤก ELU KHGHI NLWOH\H XODฤกDELOLUVLQL] ย VWHOLN UHNODPรณQรณ]รณQ QH NDGDU JยธUยพQWยพOHQGLรกLQL NDยฉ NLฤกL WDUDIรณQGDQ WรณNODQGรณรกรณQรณ DQรณQGD JยธUHELOLUVLQL] Google AdWords ile LฤกLQL]L ฤกDQVD EรณUDNPDPรณฤก ROXUVXQX]
+HGHศดQL]L WDP 12โ den vurun. Google AdWords ile JHUยฉHN KHGHI NLWOHQL]L EHOLUOH\HELOLU DUDQDQ kelimelere gรถre UHNODP PHVDMODUรณQรณ]รณ GHรกLฤกWLUHELOLUVLQL] $\UรณFD รผlke ve dil seรงeneklerini NXOODQDUDN GDKD QHW KHGHศตHPH \DSDELOLUVLQL] +HU ฤกH\ VL]LQ HOLQL]GH
Yapmanฤฑz gereken ล ey รงok kolay. Hemen www.google.com.tr/kelimeler adresine tฤฑklayฤฑn, รผcretsiz deneme kuponunuzu isteyin ve bir Google AdWords hesabฤฑ aรงฤฑn.
Avoid using all four Google colours together, as it can be overpowering. Using a font other than Open Sans is not recommended.
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AdWords
This design carefully balances text, imagery and open-space. Alignment and grids are used to create organised columns and clean lines.
Example 3
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Cheng Hung, 17 China
Shah, 12 Priyanka
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Kwabena Asumadu-‐T ieku, 12 Ghana
Hong Chen, 17 Taiwan
Daniel Joel, 13 England
Holly Pierce, 13 New Zealand
alia Gloria Lo, 15 Austr
Aniruddh Me non, 17
Solomon Mola, 15
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Luka Dostlek, 17 Czech Republic
16 Italy Manuel Colarusso,
Jakob Junghanss, 15 Germa ny
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Yuna Choi, 15
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Graphics which do not add value can make your design seem cluttered and busy.
Use illustration purposefully and photography only when necessary. Think: simple, clean and to the point.
Example 4 Six tips for AdWords Success Conversion Tracking
Ad Groups
Comparative Testing
Search Terms Report
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Negative Keywords
Quality Score
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Even for unconventional collateral, such as a mousemat, the Google brand guidelines should still be followed.
The use of open-space VLPSOLČ´HV WKH GHVLJQ DQG makes the content more straightforward.
Example 5
Don’t always go for the obvious solution. Avoid visual clichés.
Even a 1-colour ad can be ‘Googley’ too. Pique the reader’s interest and hold it.