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Logo & Icon Guidelines

Looking to incorporate Google Home branding and positioning into your campaigns? We’ve created these guidelines just for you. Please be sure to review prior to designing your marketing creatives.

    Logos Usage

    Below are the 3 approved version of the Google Home lockups:

    Version 1 includes the Super G, the product name and descriptor line.
    Version 2 includes the product name, followed by a product descriptor line.
    Version 3 includes the product name alone. This version comes in four versions.

    Version 1

    This is the preferred version to use in most placements.

    To preserve the integrity and visual impact of the Google Home logo, always maintain adequate clear space around it.

    The clear space around the logo is an integral part of its design, and ensures the logo can be seen quickly and uncluttered by other logos, symbols, images or text.

    Version 2

    This is generally used for horizontal placements, and you should always aim to add the Super G in within the placement in a way that complements this lockup (i.e. lockup and G surrounding device imagery).

    To preserve the integrity and visual impact of the Google Home logo, always maintain adequate clear space around it. The clear space around the logo is an integral part of its design, and ensures the logo can be seen quickly and uncluttered by other logos, symbols, images or text.

    Version 3

    This version is mostly used in video end sequences.

    To preserve the integrity and visual impact of the Google Home logo, always maintain adequate clear space around it. The clear space around the logo is an integral part of its design, and ensures the logo can be seen quickly and uncluttered by other logos, symbols, images or text.

    The height of the clear space around the logo is measured by the x-height of the Google Home wordmark itself. This is the recommended minimum clear space but we always encourage more space if possible.

    Note that Google Home Version 3 logo comes in two colors:

    • Grey (stacked and horizontal logo) for white background.
    • White (stacked and horizontal logo) for dark solid background.

    Partners should use the available space to determine which version to use.

    Logo Misuses

    Google Home logo cannot be altered or modified. Below are some examples of logo misuses:

    Don't
    Re-position the wordmark lockup in any manner.
    Don't
    Alter the colors of the logo.
    Don't
    Outline the logo
    Don't
    Alter the configuration of the product name and descriptor line.
    Don't
    Rotate or angle the logo in any way.
    Don't
    Change the proportions or add any extraneous elements to the logo.

    Legal Requirements

    • Google Home does not require the ™ or ® symbols, however when the word “Google Home” or the Google Home logo is used, this legal line is required: “Google Home is a trademark of Google Inc.”
    • Material that uses the “Google G” logo or the word “Google” should include the following attribution: “Google/the G Logo is a trademark of Google Inc.” or "Google and the G Logo are trademarks of Google Inc."
    • If other Google products are featured in the same asset you are allowed to combine the legal lines. For example an asset that features Android in text, the Google Play Music icon and the G logo would use this legal line: Android, the Google Play Music Icon and the G Logo are trademarks of Google Inc.

    Lifestyle Photography

    Environments

    Google lifestyle photography tells a story. A believable, engaging narrative that is both unique and completely relatable. Our focus in is the environment where we live: our homes.

    When you’re telling the story of Google Home, you have many options: you can focus on the product itself, you can show the product in situ (e.g., tabletop photography), or you can tell a broader narrative by introducing lifestyle photography to show how our people connect with the product. Photography is key in providing a personal narrative about our product and how it relates to the consumer.

    Use the following guidelines to ensure that your photography is on brand and best communicates our story.


    When shooting environments, be sure to feature different rooms of a home to show diversity and to maintain authenticity: kitchen, dining room, living room, adult bedroom.

    Be aspirational and authentic

    Not luxury, not out of touch

    Clean, minimal but not stark

    Bright, uncluttered, open

    Should feel energetic without feeling busy

    Tightly cropped to feel intimate, capturing closer moments

    Show cord of the device

    Place the product in a reasonable setting (not too high or out of reach)

    Do

    Show children bedrooms

    Show children interacting directly with the device

    Crowd the product with busy backgrounds

    Don’t focus on the models but focus on the narrative and environment

    Don’t place the product near a TV or window sill

    Place it near a window

    Place it too close to a sink

    Place it too close to a TV or speaker (it doesn't work well with objects that have a lot of noise pollution)

    Don't

    Room Styling: Bedrooms / Kitchens / Offices

    Key Words: Natural light, open, inviting, welcoming

    Use rooms that with natural lighting. Create warm and inviting environments that aren’t cluttered but curated. Use bright and welcoming lighting.

    Just because a room is white, doesn’t mean it has to be cold. Utilize textures, and accent colors to help bring the room to life.

    Focus on the details. Tighter crops brings the viewer into a more intimate home environment. Keep the setting simple and uncluttered so the viewer can focus on the product.

    We want to avoid feeling cold, sterile, and/or dark. We are not luxury or out of touch. We should not feel busy, or cluttered.

    Rooms shouldn’t be overly staged to maintain authenticity.

    Rooms shouldn’t feel like you’re in a museum. They should feel lived in and inviting.

    Product Styling

    When styling a shot with Google Home, be sure to style it with supporting elements that help tell the overall narrative of our product. Avoid creating busy settings by using a more focused and intentional approach when styling our product with other items.

    Don’t detract from the product, celebrate it.

    Product Styling: Bedrooms / Kitchens / Offices

    Key Words: Simple, thoughtful, realistic

    Use areas that are identifiable to a place in the home, but simple enough to focus on the product. Arrangements should be considered to show scale, and applicable placement in the environment. This is also an opportunity to show CMF variations in desired setting.

    Curate and pair objects that complement the product. Avoid overcrowding the product with extraneous objects that don’t elevate or support the narrative of the environment.

    Choose objects, and surfaces that support the product and don’t detract attention from the product itself. Avoid busy or loud patterns/textiles that can detract attention.

    Use colors that balance and harmonize with the setting and sets context of potential use cases.

    Avoid feeling cold, sterile, and/or dark. We are not luxury or out of touch. We should not feel busy, or cluttered. Rooms shouldn’t feel like you’re in a museum. They should feel lived in and inviting. Objects should exist in the environments they will be used in, and not in an artificial environment.

    Product Orientation

    Do
    When shooting the device, the cord must always be shown.
    Don't
    Never shoot the product from the back(showing the power button, no cord, and G).

    General Placement

    Usable position

    Within eye level and touchable

    Show cord

    Place in a location where it would naturally live

    Do

    High shelves or out of reach

    Stacks of magazines

    Anywhere a power outlet wouldn’t be available

    Place product on surface that are in heavy use such as books, stools and cutting boards

    Don't

    Place Home in a  real life position that is both usable and not misleading.

    Cords Placement

    The cord should be shown in the shot. Consumers should not be led to believe it’s a wireless device, or that the cord is longer than it is.

    Be sure the cord is always visible, don’t hide it. This rules applies to lifestyle, in-situ and product imagery.

    Product should be placed in a location that can easily assume a power outlet is nearby (i.e. don't place on a coffee table or side table located in the middle of the room).

    Props

    Kitchen Props

    Cutting Board

    Fruits

    Kitchen utensils

    Small plants

    Mortar and pestle

    Do

    Bedroom Props

    Small plants

    Magazine / books

    Sunglasses

    Jewelry Tray

    Keys

    Lamp

    Framed art

    Do

    Living Room

    Small plants

    Magazine/ books

    Sunglasses

    Keys

    Lamp

    Framed Art

    Accessories

    Do

    Models

    Lifestyle

    Celebrate diversity (casting, location, story)

    Use models as a supporting element

    Do

    Make the model the focus

    Tell too much of a narrative

    Don't

    Models can carry a heavy weight in a photo. This should be minimized in Home product shoots. Their role should be decidedly neutral. Choose models that feel natural and real to maintain authenticity.

    Contextual Use

    Do
    Find genuine scenarios where people connect with the product and feature user(s) in various room where the product would be use to show the product in context.
    Do
    Use realistic, unposed moments that show people naturally interacting to make photos feel spontaneous.
    Don't
    Avoid overcrowding the shot with too many props, harsh shadow and single lit shots.  

    Model Styling

    For wardrobe, choose: texture over patterns, style over fashion and contemporary cuts over statement pieces. A high taste-level should be maintained through minimal garments. A feeling of comfort should be apparent, but avoid loungewear or pajamas.

    Guidelines for models’ wardrobe styling. Choose items that aren’t busy and won’t detract from the product itself.