Existing Audit & Rebrand Proposal

Google

Existing Audit & Rebrand Proposal

Design Systems

Eli Brumbaugh

Larry and Sergey named the search engine they built Google, a play on the word googol, the mathematical term for a 1 followed by 100 zeros. Google Inc. was born in 1998, when Sun co-founder Andy Bechtolsheim wrote a check for $100,000 to that entitywhich until then didnt exist.

Google

Existing Audit

Current Logo

Googles mission is to organize the worlds information and make it universally accessible and useful.

Google

Mission Statement

Focus on the user and all else will follow

Rule #1 of Googles Ten things we know to be true

Google

Brand Essence

Our homepage interface is clear and simple, and pages load instantly.

Google

Brand Elements

Search

Larry Page, once described the perfect search engine as something that understands exactly what you mean and gives you back exactly what you want.

Google

Brand Elements

Products & Services

With all our technologiesfrom search to Chrome to Gmailour goal is to make it as easy as possible for you to nd the information you need and get the things you need to do done.

Google

Brand Elements

Products & Services

Google

Brand Elements

Commercial Products

Google

Brand Attributes

CLEAR
Free from darkness, obscurity, or cloudiness; light: a clear day.

Google

Brand Attributes

Google

Brand Attributes

SIMPLE
Not complicated: a simple design.

Google

Brand Attributes

Google

Brand Attributes

FAST
Moving or able to move, operate, function, or take eect quickly; a fast thinker.

Google

Brand Attributes

Students
More popular with users under 34. Users are generally of a higher education and technologically adept

Business
Research suggests that the majority of Google users are of an uppermiddle class income structure.

Individuals
Given lifestyle research, one can assume that a signicant number of users are married and have/will have small families.

Google

Target Audience

Overview

Google

Target Audience

Businesses

Business
Most Google users are business minded professionals

Google

Target Audience

Businesses

Google

Key Competitors

Market Share 2006 - 2011 Comparison

Google

Key Competitors

Market Share 2006 - 2011 Comparison

-1.3%

-4.2%

+0.8%

-12.1%

+22%
Google Key Competitors Market Share 2006 - 2011 Comparison

Google

Key Competitors

Search

2012 Market Share

66.7%
+1.0%

15.6%
+2.0%

13.4%
-2.7%

Google

Key Competitors

Search

2012 Market Share

66.7%

15.6%

13.4%
Google Key Competitors Search Advantages

66.7%

15.6%

13.4%
Google Key Competitors Search Advantages

For its part, Google embraces the elegant simplicity of a white background and the Google Search text eld. Links to key Google features in the upper left corner make checking e-mail a snap.

66.7%

15.6%

13.4%
Google Key Competitors Search Advantages

For its part, Google embraces the elegant simplicity of a white background and the Google Search text eld. Links to key Google features in the upper left corner make checking e-mail a snap.

66.7%

Bing's front page is distinctly ashy, thanks to its stunning photography. Nevertheless, navigation for specialized search is easy to nd. Bings front door also includes plenty of shortcuts to other Microsoft-owned Web destinations such as MSN, Windows Live, and Bing Travel. It would be nice to have a short cut to mail.

15.6%

13.4%
Google Key Competitors Search Advantages

For its part, Google embraces the elegant simplicity of a white background and the Google Search text eld. Links to key Google features in the upper left corner make checking e-mail a snap.

66.7%

Bing's front page is distinctly ashy, thanks to its stunning photography. Nevertheless, navigation for specialized search is easy to nd. Bings front door also includes plenty of shortcuts to other Microsoft-owned Web destinations such as MSN, Windows Live, and Bing Travel. It would be nice to have a short cut to mail.

15.6%

The Yahoo home page is considerably busier. This reects the company's desire to be not just a search engine, but a starting point for Internet surng. Its scattershot approach features search, news, communications tools, and such specics as a horoscope.

13.4%
Google Key Competitors Search Advantages

Google

Key Competitors

Search

What is Google missing?

Airfare Search: Bing, Yahoo

With the inclusion of Farecast technology in Bing Travel, Microsoft has the edge over Google and Yahoo in locating the best and cheapest ights. Google doesn't oer a cheap-ight-nding service.

Google

Key Competitors

Search

What is Google missing?

Airfare Search: Bing, Yahoo

With the inclusion of Farecast technology in Bing Travel, Microsoft has the edge over Google and Yahoo in locating the best and cheapest ights. Google doesn't oer a cheap-ight-nding service.

Hotel Search: Bing, Yahoo

The same Farecast technology that Bing uses with airline ticket pricing works for hotel reservations, too. Bing Travel results show you a Hotel Deals listing when you search for accommodations within a specic region. Yahoo Travel alerts you to 'Getaway Sale' pricing for hotel rooms when such pricing is available. Yahoo Travel search results display 'Good Deal' tags when the bargain pricing is part of a promotion oered through Yahoo, and not a low rate based on historic data. Google doesn't oer a travel service.

Google

Key Competitors

Search

What is Google missing?

Google

Key Competitors

Search

What is Google missing?

+
Yahoo! and Microsoft have set up a powerful partnership, where Microsofts Bing search engine now powers Yahoo! search results. Combining Yahoo and Bings market share shows that Bing powers as much as 30% of current searches.

Google

Key Competitors

Search

What is Google missing?

+
Yahoo! and Microsoft have set up a powerful partnership, where Microsofts Bing search engine now powers Yahoo! search results. Combining Yahoo and Bings market share shows that Bing powers as much as 30% of current searches. In a blind comparison test, the outcome was clear people chose Bing web search results over Google nearly 2:1. Specically, of the nearly 1000 participants: 57.4% chose Bing more often, 30.2% chose Google more often; 12.4 % resulted in a draw.

Google

Key Competitors

Search

What is Google missing?

Google

Existing Audit & Rebrand Proposal

So how can we improve the most popular and powerful search engine on earth?

Google

Existing Audit & Rebrand Proposal

Google

Existing Audit & Rebrand Proposal

d
With you.

Google

Existing Audit & Rebrand Proposal

Google

Brand Attributes

FAST SIMPLE CLEAR

experience

Google

Brand Attributes

FAST SIMPLE CLEAR

experience

TAILORABLE
Capable of being adapted to a given purpose or function.

Google

Brand Attributes

FAST SIMPLE CLEAR

experience

TAILORABLE
Capable of being adapted to a given purpose or function.

PERSONAL
Coming as from a particular person; individual; private: a personal opinion.

Google

Brand Attributes

FAST SIMPLE CLEAR

experience

TAILORABLE
Capable of being adapted to a given purpose or function.
Mobile and Web Apps + Links

PERSONAL
Coming as from a particular person; individual; private: a personal opinion.

Google

Brand Attributes

FAST SIMPLE CLEAR

experience

TAILORABLE
Capable of being adapted to a given purpose or function.
Mobile and Web Apps + Links

PERSONAL
Coming as from a particular person; individual; private: a personal opinion.
Imagery, Typefaces, Colors, Textures, Patterns, Layouts

Google

Brand Attributes

Why is d being Tailorable and Personal important?

Theres an ocean of data out there!

2.1 Billion Internet Users contributing to: 100 Billion Photos on Facebook alone 555 Million Websites online

Google

Brand Elements

People

So what does a better d search experience create for you?

Google

Brand Elements

People

More time for you...

Google

Brand Elements

People

Google

Brand Elements

Life

to do what you love

Google

Brand Elements

Life

How do we do this?

Google

Brand Elements

Life

We accomplish this using your search habits.

Google

Brand Elements

Life

Google

Google
Your Profession

APPS Mail Docs

Calendar Talk Voice Sites Wallet

Google
Your Profession

APPS Mail Docs

SITES Business Homepage Bank of America HR Block Google + SEO Rankings

Calendar Talk Voice Sites Wallet

Google
Your Profession

APPS Mail Docs

SITES Business Homepage Bank of America HR Block Google + SEO Rankings

Calendar Talk Voice Sites Wallet

Google
Your Profession

YOU are the designer

APPS Mail Docs

SITES Business Homepage Bank of America HR Block Google + SEO Rankings

Calendar Talk Voice Sites Wallet

Google
Your Profession

Google

Objective

you

Google

Objective

you

Google

Objective

d
you

Google

Objective

Your Search

you

Google

Objective