Google Stadia
brand identity system
Google Stadia challenged conventional ideas of gaming by removing hardware boundaries and allowing play to happen across any device.
The task was not only to introduce a new platform, but to define a brand for a way of playing that felt unfamiliar to most players.
Working alongside Google Creative Lab, the focus was on expressing a simple but expansive idea:
One place for all the ways we play.
The identity needed to feel inclusive and intuitive, inviting players, spectators, and creators into a shared ecosystem rather than positioning gaming as a closed space.
At the center of the system was a symbol designed as a rallying point. A flag that anyone could gather around, representing the idea of infinite stadiums where play could happen anywhere, without limitation.
Color and typography helped reinforce this sense of openness and energy. A palette built around vibrant oranges and deep plum introduced momentum and contrast, while Google Sans provided clarity and consistency across communications. Together, these elements formed a flexible visual system that could scale across product, marketing, and platform touchpoints as Stadia evolved.