Twelve years after Android’s creation, it had an 80% share of the smartphone market and powered over 2.5 billion active devices. The problem? When Android was created, no one knew how successful the platform would become so there was no formal brand identity system developed beyond the logo and a core color. Over time, the brand became fragmented, messy, and inconsistent for both the B2C and B2B audience.

Working in-house with Google, our team created Android’s first clear brand guidelines giving global partners building blocks to continue to express the brand with the same spirit of openness that the original designers intended. The massive project took months to complete with hundreds of assets and touched every user touchpoint.