Creative Direction + Design
Google Brand Studio 2016
When Google Capital changed their name to Capital G, they needed to signal a new beginning — as a stand-alone company with deep tech roots and serious financial expertise. They needed a mark that spoke volumes without screaming. They needed a no-nonsense brand that could be trusted to provide serious growth and guidance on a global scale.
The new identity uses distinct monospace typography, inspired by financial tables and source code, to deliver a confident, understated brand — bright color (a vibrant green inspired by positive financial growth) balances the more serious nature of the mark.
Brand Studio only consulted for a few quick weeks during the early stages of the rebrand, and the final identity shifted a bit from our designs, but the end result is true to concept.