Material Design

Design System, UX, UI




Because of the Alphabet reorganization Google Ventures was no longer a part of Google and needed a new name, visual identity and positioning. Google Ventures was to become GV. This new identity needed to be clearly differentiated from Google but at the same time evoke and communicate the long and still ongoing connection with Google.


The foundation of the new GV identity is based on the colors of GV’s portfolio companies as well as a slimmer version of the Google G. The V in the logo is created by a negative space between the cut G and the slash-like image. The slash is a metaphor for the intersection between Google and the portfolio companies which is what makes GV what it is today. This metaphor echoes throughout the whole application of the visual identity with large slashes as layout elements & multiple color patterns based on brand colors from portfolio companies. Even the GV website has a unique layout system and color themes based on this metaphor.

Our Role

Our design partner, Viktor, lead the design team that developed the Material Design guidance from the first launch up until the last major update in 2018.


Material Design for Developers

Material Design has two target audiences. Developers out in the world that are looking for best in class guidance for how to design and build excellent user experiences and internal design and engineering teams at Google. This means that Material Design had to be both flexible and structured, inspirational and prescriptive. The Material Theming addition to Material Design for developers provides more flexibility now in terms of visual expressiveness while still adhering to UX best practices.


Material Design for Google

Material Design for Google is essentially Google’s own version of Material Theming. These new design guidelines are followed and applied by every product team at Google. By using Material Design we created a unique set of components, layout and color guidance solely made for Google. It’s always the best way to lead by example and Material Design for Google was meant to show the world how to successfully make Material Design your own.


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