Revealed in March 2019, Stadia is a new cloud-based gaming service from Google that lets gamers stream the best games across any device, anywhere.
In partnership with Google and Google Creative Lab, we sought to capture and elevate the service’s guiding principle: one place for all the ways we play. We helped develop the brand identity and visual system that celebrates Stadia’s simplicity, inclusivity and innovation.
Stadia’s symbol is a rallying cry for everyone to gather around.
A flag that can be taken up by anyone—players, spectators, and creators—to play in a world of infinite stadiums.
Comprised of vibrant oranges and a deep plum, the colors evoke feelings of whimsy and thrill. The color combinations create a bold gradient that helps to unify and entice gamers onto a new frontier that’s waiting to be explored.
To extend and amplify our brand voice, we use Google Sans as our typeface for all Stadia communications.
We created a brand guidelines document (roughly 200 pages) to introduce the essential elements of the Stadia identity system and explain how to use them to maintain a memorable and meaningful voice for Stadia.
Our visual system focuses on building from white and adding the brand’s vibrant palette to only what is necessary.
Game Developers Conference
All this work culminated in a Stadia brand and product reveal during a highly regarded keynote at the Game Developers Conference. Our brand work informed the design of the presentation as well as the special exhibition areas to debut the branding and platform specs.
Just a few iterations ago.