ABOUT

Objective
To mark the 20th anniversary of Google Maps, we developed a brand identity befitting the milestone event. This creative toolkit established brand guidelines for every Google Geo anniversary campaign to launch in 2025, complete with all the assets needed to tell a cohesive story.

Other products—like Google Earth and Local Guides—were celebrating their own milestones, so we focused on reigniting overall excitement for the brand and connecting back to the joy of exploration.

Strategy and Execution
It was essential to lean on the dependability of Google Maps while also building on a legacy of AI-powered innovation, so we applied a more sleek and modernized design treatment. Elements of UI from each product were integrated into the design system and transformed into graphic devices like masking shapes and photography treatments. The final branding kit also included logo animations, messaging, colorways, and social assets. This refresh defined the launch of a significant moment in the brand's history, from voice and tone to shape and color, celebrating a community of users and urging them to keep exploring the world together.