Brand marks: Retail and packaging lockups

This section contains guidance for the use of Google Assistant assets specifically designed for retail and packaging.

Contents

Hey Google + value proposition lockup
Hey Google Packaging Lockup

2020_Hey Google Value Prop lockup_Retail_color.png — **Hey Google + value proposition**

2020_Hey Google Packaging lockup_color 2col.png — **Hey Google + packaging lockup**

With multiple mediums in different sizes and formats, retail touchpoints create unique challenges. To address those challenges, we have developed a scalable system that can be adapted to suit almost any context. Our retail systems use the Hey Google + value proposition lockup as our primary attract element in signage.

Overview

Hey Google is paired with a value proposition to highlight the core benefit of Google Assistant and how it will be experienced.

When to use

This lockup should be used as an attract element for retail and events.

Anatomy

The lockup is only presented in the stacked arrangement shown here.

Molecule colors:

Red 500, Blue 500, Yellow 500, Green 500

Typography colors:

“Hey Google” + Value Prop – Black

Clear space

A minimum space around the logo 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 logo and to all logo variations.

Minimum size

Signage for 10’ viewing distance: 5” width

Signage for 2’ viewing distance: 3” width

Packaging: 2” width

Screen: 175px width @ 1X

2020_Hey Google retail Value prop_Clearspace.png

Hey Google + value proposition fallback badge

The Value Prop fallback badge should be used on any colored retail executions to keep the integrity of the colored molecule, including gradients and photography. No borders are used since they are on colored or textured backgrounds.

Note: For markets where “Give me a little help” is not localized or does not work in context, use the primary logo as a fallback.

Clear space:

Clear space is a minimum of 0.50G on all sides.

Download Hey Google value proposition logoDownload OK Google (ja-JP) value proposition logo

2020_Hey Google retail value prop_Fallback badge_1.png

On light grey/white backgrounds

Full Color lockups should only be used on backgrounds that are between 0-5% black.

2020_Hey Google Retail Value Prop- Full Color 3col.png

2020_Hey Google retail value prop_color_on 5% black max.png

2020_Hey Google retail value prop_color_on darker than 5% black_Don't.png

DO

Use the full color lockup on backgrounds with minimum 0% black.

DO

Use the full color lockup on backgrounds with maximum 5% black.

DON'T

Don’t use the full color lockup on backgrounds darker than 5% black.

On dark/black backgrounds

Full Color Reverse lockups should only be used on backgrounds that are between 85-100% black.

DO

Use the full color reverse lockup on backgrounds with maximum 100% black.

DO

Use the full color reverse lockup on backgrounds with minimum 85% black.

DON'T

Don’t use the full color lockup on backgrounds lighter than 85% black.

Fallback for color, gradient, or photography backgrounds

The fallback Hey Google + value prop badge should be used on colored retail executions, including gradients and photography.

2020_Hey Google retail value prop_fallback badge_textured background.png

2020_Hey Google retail value prop_reverse color on textured background_Don't.png

DO

Use the Value Prop badge Fallback on color, gradient or photography backgrounds

DON'T

Don’t use the lockup on color, gradient or photography backgrounds

Molecule

Overview

The molecule is the building block of Google Assistant branding. The Molecule should always be part of a logo or lockup, except in limited space retail lockups.

See retail section for more details

Molecule colors:

Red 500, Blue 500, Yellow 500, Green 500