Brand marks: Badges
This section contains guidance for the use of our core brand assets. Our design system revolves around a number of distinct logos and badges that are integral building blocks. Each block carries a unique purpose and should be used within the right context.
Hey Google built-in badges
Use when Google Assistant is built-in to the product. Built-in (BI) products have Google Assistant software embedded and full Google Assistant functionalities. You can ask it queries and it will respond (e.g. phones, speakers, smart displays, etc). Please note that “built-in” is not a consumer facing term.
Built-in badges should only be used on static assets. For animated/video assets, default to the primary logo. See video guidelines.
When to use without border vs. with border
Use badges without borders by default on white or colored/textured static backgrounds.
Use badges with borders with competitor badges only.
Built-in Hey Google badge without border
Usage
Use the Hey Google badge on product pages, retail pages, and packaging when referencing devices and new hardware that has Google Assistant built-in. Also used as a fallback to primary logos for color or textured static backgrounds.
No borders are used by default on white or colored/textured static backgrounds.
Note: Use the bordered badge with competitor badges only.
Anatomy
The Molecule + Wordmark is presented either vertical or horizontal depending on placement.
Molecule colors:
Red 500, Blue 500, Yellow 500, Green 500
Wordmark colors:
HEX #000000
CMYK: 100%, 100%, 100%, 1000%
Outline:
Grey 800
HEX #757575
CMYK: 55%, 47%, 46%, 12%
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Horizontal |
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Vertical |
Clear space
A minimum space around the badge should be kept clear from other graphics. The clear space is based on the cap height of the letter “G” in the lockup, and applies to all four sides around the badge and to all logo variations.
Minimum size stacked
Packaging: 1.5” width
Screen: 100px width @ 1X
Minimum size horizontal
Packaging: 1.5” width
Screen: 150px width @ 1X
Download Hey Google built-in badges without borderDownload OK Google (ja-JP) built-in badges without border
Built-in Hey Google badge with border
Usage
Use the Hey Google badge with a border only on assets that also feature competitor logos.
Anatomy
The Molecule + Wordmark is presented either vertical or horizontal depending on placement.
Molecule colors:
Red 500, Blue 500, Yellow 500, Green 500
Wordmark colors:
HEX #000000
CMYK: 100%, 100%, 100%, 100%
Outline:
Grey 800
HEX #757575
CMYK: 55%, 47%, 46%, 12%
Clear space
A minimum space around the badge should be kept clear from other graphics. The clear space is based on the cap height of the letter “G” in the lockup, and applies to all four sides around the badge and to all logo variations.
Minimum size stacked
Packaging: 1.5” width
Screen: 100px width @ 1X
Minimum size horizontal
Packaging: 1.5” width
Screen: 150px width @ 1X
Download Hey Google built-in badges with borderDownload OK Google (ja-JP) built-in badges with border|
Horizontal |
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Vertical |
Backgrounds
Built-in badges (both with and without a border) can be used on any colored packaging, including gradients and photography.
Works With Google Home Badges
See additional Works With Google Home guidelines for more information.
When to use without border vs. with border
When the background of a layout allows the shape of the badge to be seen and the Works With Google Home badge is featured alone, use the borderless version.
When the badge is featured next to competitors, use the badge with borders to make it stand out.
Works With Google Home badge – Margins
Horizontal Margins
The top, left and right margins are .35x of the Home icon.
The bottom margin is extended a bit further to accommodate the descender of the “g” so that it is optically spaced correctly.
Clear space
Minimum clear space is equal to 1.5x the cap height of the copy itself. This is the recommended minimum clear space, but we always encourage more space if possible.
This ensures the badge does not visually compete with other content or materials.
Vertical Margins
The margins on the left and right sides have a minimum of 0.3x. The bottom margin is
dependent on the amount of lines. For two lines, it is .58x and for three it is .40x.
Always leave at least this much padding when the badge goes into translation.
Clear space
Minimum clear space is equal to 1.5x the cap height of the copy itself. This is the recommended minimum clear space, but we always encourage more space if possible.
This ensures the badge does not visually compete with other content or materials.
Works With Google Home badge – Minimum size
Horizontal minimum size
The minimum height for the horizontal badge is 0.3 inches.
In no case can the badges used be smaller.
Vertical minimum Size
The minimum height for the vertical badge is 0.75 inches. In no case can the badges used be smaller.
Competitors lockups
Hey Google badge with competitors horizontal
When locking up the Hey Google badge with multiple competitor brands, it is preferred that the Hey Google badge is either first or last in the lockup.
Note: these badges all have borders because they are shown with competitors.
Clear space around the logo should be set to a minimum of 1G based on the scale of the logo.
Do not add a vertical line to separate competitor logos, as that signifies a partnership.
Download built-in badges
Hey Google badge with competitors vertical
When locking up the Hey Google badge with multiple competitor brands, it is preferred that the Hey Google badge is either first or last in the lockup.
Clear space around the badge should be set to a minimum of 1G based on the scale of the logo.
*Note: these badges all have borders because they are shown with competitors.
Download built-in badges
Hey Google badge with competitors colored backgrounds
Badges can be used on any colored packaging, including gradients and photography. These badges are required to have borders because they are shown with competitors. See above information for horizontal/vertical competitor lockup guidelines.
Built-in badges with competitors on color and textured backgrounds
