Uncovering the nature of maps

Google faced a multi-layered brand identity challenge requiring strategic intervention: internal inconsistencies across Google's ecosystem were diluting brand impact, while increasing market competition and creative homogenization made it harder to maintain distinctive recognition. Simultaneously, the strategic integration of Google Earth under the Google Maps Platform umbrella—expanding into no-code visualization and geospatial analytics—combined with Gemini's new identity attributes, created both an opportunity for brand realignment and the need to seamlessly weave new signals throughout the ecosystem without losing established equity.

The reimagined brand system Google Maps Platform is based on a more human-centric sense of scale and perspective, and how we interact with maps daily. Through a comprehensive brand evolution strategy, the system achieves a dual feeling of being both authentically Google, while being uniquely Google Maps Platform.