Pushing Creative Boundaries
Every element was thoughtfully refined, from intricate letterforms to the fluid motion that gives the identity its dynamic feel. Artists pushed the limits of 3D design, experimenting with depth, texture, and new pixel-blending techniques to create a system that feels both organic and cutting-edge.
The Art of Generative Design
Rather than simply illustrating AI, the team embraced its spirit—exploring endless iterations of letterforms to capture a sense of motion, unpredictability, and sophistication. The result is a striking 3D identity that feels both cutting-edge and distinctly human.
We wanted the identity to feel as dynamic and forward-thinking as the technology itself—AI-inspired, but unmistakably human.— Emeric Trahand, Creative Director
Problem
Google Cloud Next needed a refreshed identity that captured the power of AI without feeling cold or artificial. The challenge? Striking the perfect balance between technology and human creativity.
Insight
AI is only as impactful as the people who harness it. The identity had to reflect that—bold, dynamic, and unmistakably human.
Solution
We designed a system that takes cues from AI’s generative nature while staying rooted in intentional, human-led craftsmanship. The result is a fluid, future-forward identity that feels alive.
Result
Now, as Googlers experience Google Cloud Next reimagined in Las Vegas, the identity sets the stage for what’s next—where innovation meets imagination.
Credits
- Chief Creative OfficerJonathan Notaro
- Creative Director & Design LeadEmeric Trahand
- Creative DirectorJeff Welk
- Animation DirectorsPete GermanoGerald Mark Soto
- Technical Director & 3D LeadDan Bradham
- DesignersYi Chen KuoSeong Yeop SimJean-Michel VerbeeckAndrés RiveraÁlex LópezJiaqi Wang
- 2D AnimatorsGerald Mark SotoSeong Yeop SimRuihan XuJane LiuEllie SunTyler WerginPaul Yung Jae SuhMantas GrazuinisPete Germano
- CG SupervisorRuss Wooton
- 3D AnimatorsChristopher RodriguezChris FosterSeong Yeop Sim
- Assistant EditorRyan Rigley
- ProducerKyle McKeveny
- Chief Operating OfficerDevin Brook
- Executive ProducersJohnna MacArthurDevin Brook