SQUARED is a conceptual rebrand of Google’s groundbreaking ‘Squared’ education initiative (sometimes referred to as ‘Google Squared’) which was created for the Creative and Advertising industry in London, England.
This conceptual brand identity is minimal and impactful, utilising metaphors like the mortar board and Google’s magnifying glass/search icon. The brand’s tone of voice is loosely inspired by modern military recruitment ads, featuring bold, direct statements alongside powerful visuals to emphasise the brand’s mission statement, which is to “Empower the leaders of today and tomorrow.”.
The entire identity has been designed to look beautiful in black and white, but also utilises Google’s four hue colour palette to bring energy and youthfulness to the brand while aligning it with it’s parent company. This use of colour is primarily inspired by Central Saint Giles, a beautiful, striking complex containing Google’s primary advertising and sales office in the heart of West Central London.
The ‘SQUARED’ brand acts as a symbol that the ‘SQUARES’ can wear with pride throughout their journey together. It’s a distinguished mark that you can carry with you throughout your career – one that instantly conveys experience, individuality and a commitment to learning by doing. The ‘SQUARE’ represents quality, simplicity, versatility and above all, unity.