Google

Brand identity

Description

A friendly, functional minimalism: one centered element floating in open white space, lifted by small touches of cheerful primary color. Suits brands that want to feel helpful, universal and effortless.

Industry

Internet search and consumer software

Audience

Everyone, from first-time internet users to busy professionals who want quick, dependable answers

Voice

Helpful, simple, friendly, neutral

Style keywords

vast white space, centered focus, flat design, rounded pill shapes, cheerful primary accents, hairline outlines, friendly geometry, weightless calm

Composition

Place one element dead center with generous white space on every side, a short friendly title above it and at most one line beneath. Use pill-shaped containers with hairline outlines instead of shadows, and keep supporting details small and pushed to the edges.

Imagery

Flat vector illustrations and simple geometric shapes in bright primary colors on pure white, rounded corners, even shadowless lighting, clean edges, generous emptiness, no photographic clutter.

Do · 4

• Center a single focal element and let white space do the framing
• Keep the four primaries small and balanced, with none dominating
• Round every container into soft pills and circles
• Define edges with thin grey outlines rather than shadows

Avoid · 4

• Drop shadows, gradients and glossy depth effects
• Large blocks of saturated color used purely as decoration
• Busy photographic backgrounds competing with the focal element
• Dense, crowded layouts with no breathing room