ALPHABET

Artist's Statement

Alphabet is an American multinational company, and it is the world's third largest company by revenue after Amazon and Apple. It came about after Google restructured under a parent company — that parent company — Alphabet.

The desire was to make the Google business universe "cleaner and more accountable" in addition to increasing autonomy within its other group of companies. When it comes to their identity, there is little on their website but some children's building blocks and a simple text A as a favicon. Sticking with the themes of cleanliness and autonomy, combined with the imagery of building blocks, I went to work on Alphabet's new identity.

The goal was to give Alphabet a standalone logo with their URL abc.xyz, in addition to other matching name logos to be used in promotions and signage. The rainbow colors were chosen because they symbolize the clean feeling after a rain. And the building block style has the imagery of autonomous play, puzzle solving, and building progression.

The chosen typography is fun, playful, and readable from nearby and when seen from a distance. The standalone initial A logo can be used with the URL for large format printing and without the URL for small scale digital products like favicons. See mock-ups below.