Google was first to offer delicious, nutritious meals to their employees every day — for free. Bringing people together, creating food experiences that energize Googler’s and doing so in the most responsible way possible has been at the heart of the program since the very beginning.
Now, to evolve the program from a perk to an inspirational experience, the Google Food team wanted to create a more focused positioning to unite its communications and inspire a bold new verbal and visual expression.
I worked closely with the strategy team to understand the Googler's interaction and experience with the food program. Together, we created an ambitious strategy guided by the brand proposition “Fueling Moonshots.” The idea communicates that Google Food creates spaces and experiences that inspire 10x thinking. The program empowers Googlers to experience food differently, to connect and create and to enable the next moonshot.
I led the creative team in the development of a bold, easy to implement visual expression led by the Moonshot symbol. The colorful bars on the bottom of the symbol are called Fuel Bars—they represent Google Food, and everything they do to propel their community. The rocket stands for Googlers—the engine at the heart of Google.
The visual system leverages the fuel bars as the main graphic element. However a key aspect of the system was flexibility. The fuel bars can be using in combination with typography and various imagery styles. In addition, the fuel bars inspired infographics, iconography and a custom typeface.
