The goal, put simply, was to ensure Google got credit and brand attribution for their new “Circle to Search” innovation, even when it appeared in the marketing communications and devices of their partners, like Samsung. Which was vital, considering the technology will be scaling to all +3BN Android users across the globe, and without attribution, no one would know that it was an innovation led by Google.

Because “Circle to Search” was designed to work seamlessly with any Android device, we needed to find a way for Google to get credit for this innovation when it was promoted by their partners in global marketing materials and product demos. So, we went beyond creating a logo, by branding the interface and gesture itself.

We went beyond creating a logo, by branding the interface itself. We leveraged Google’s most recognizable equity (the four colors), connecting engineering and marketing together as one branded gesture, and a new design language for the brand. This way, we could ensure that no matter which partner was leveraging the new feature, Google would always get the attribution for their innovation, through the subtle use of their most iconic colors. All the credit, in every environment. So every ad by our partners, and every search became an ad for Google.

“Circle to Search” launched publicly at CES in January of 2024 across select Android smartphones in all languages and all geographies, and will be rolling out to all +3BN devices. It has been featured prominently in campaigns from Google, as well as across key partner’s (Samsung, Verizon etc) marketing, across every channel, globally — generating exponential impressions. Most notably the branded gesture is now influencing the actual search product UI — influencing Google’s most iconic product.