Google Zoo is the elite business solutions unit, creating out-of-the-box innovations for the tech giant’s major clients. Following a refreshed strategic positioning, purpose and name change, M35 was called in to help reimagine the brand’s identity through this new lens.

The work had to operate within the established parameters defined by the master brand, while at the same time distinguishing Google Zoo as an elite entity. Functionally, it also had to operate seamlessly across other countries, cultures and languages.

Building out from black, the identity became the perfect counterpoint to the white canvas the master brand employs. A bespoke iconography developed a universal visual shorthand for all core tasks, baking a narrative into each of the brand icons.

The end result is a modularised concept, using a set of key brand elements to give each function and team member their own unique pattern and form.