Google’s 25th anniversary was a unique moment for optimism and inspiration.

Our objectives were to:

1) honor Googlers who show up everyday to significantly improve the lives of others.

2) humbly thank our users whose curiosity spurs our innovation.

3) inspire the world about the future we’re building together.

For Google's 25th anniversary, we wanted to mark this milestone moment and drive emotional connection to the brand with a special animated logo and activations across the google.com homepage, Google products, social, our official blog and other owned channels. External and internal activations set out to honour Googlers, thank our users, spark global interest in our shared future, and remind users of the transformative impact Search has had on our lives.

The logo animates through time, with simple transformations helping to move the logo through its various moments in history (3D to 2D, shaded to flat, serif to sans-serif).

The logo was part of an integrated company plan highlighting 25th anniversary activations across the google.com homepage, various Google product Easter eggs, and social channels. We launched a Keyword (official Google blog) post thanking our users, including a video on the evolution of Google Search (with the logo used during signoff).

We also implemented the logo in various internal activations through the month of September with local office celebrations, updated signage, meeting room screens and more. A Googler Thank You Campaign launched during our anniversary month, encouraging Googlers to thank a colleague or manager who has helped them during their time at Google by sending a branded thank you card (where the logo featured prominently).