Brand Tone

Helpful, intelligent, and human-centric. The brand utilizes natural language that is simple, direct, empathetic, and optimistic, aiming to be invisible yet indispensable.

Brand Values

• •Universal Accessibility
• •User-First Innovation
• •Democratic Information
• •Privacy by Design

Best Practices

• •Prioritize clarity over cleverness to ensure the user finds answers without unnecessary friction.
• •Use active verbs to empower the user and drive immediate action.
• •Maintain radical brevity by using the fewest words possible to respect the user's time.
• •Adopt an inclusive voice that avoids regional slang to remain welcoming to a global audience.
• •Focus on the human benefit rather than the technical specifications to highlight real-world value.

Social Perception

Google is viewed as a fundamental modern utility and an indispensable part of life. It is often referred to as 'The Oracle' for its relevance, though it also faces public demand for transparency regarding data and algorithms.

Copy Examples

• •Questions change. Our quest to help you find the answers doesn't. Discover more with Google.
• •Don't just search for it. See it. Explore billions of visual possibilities with Google Images.
• •Your data, your rules. Simple tools to manage your privacy, built right into your account.
• •To the curious, the seekers, and the 'how-to' believers: Keep searching. We’ll be here to help.
• •Focus on the work that matters. Let Google handle the organization.