Circle to Search is a new way to search anything on your phone with a simple gesture and one of Google’s hottest new innovations. The problem: the feature was designed to blend in, so there was no way Google would get the credit when promoted in partners’ global marketing materials. How do we drive brand attribution in marketing Google doesn’t own to help them get credit for their innovations?

Beyond creating a logo,
we branded the interface itself. We leveraged Google’s most recognizable equity (the four colors) and connected engineering and marketing together as one branded gesture. Ensuring no matter the partner who was leveraging the new feature, Google would always get the attribution through the subtle use of their most iconic colors. All the credit, in every environment.