Brand Guidelines
We created a comprehensive brand book for GoLang. The full PDF can be found here.
Go Branding
GOOGLE / ALPHABET INC.
Overview
THE ISSUE
It was time for a comprehensive rebrand as the open-source programming language started to gain global adoption. Founded by internationally renowned coders at Google, Go had gained traction for its speed, reliability and scalability as a language.
01
OUR APPROACH
Following an audit internally and across digital communities discussing and promoting Go, it was clear that the the programming language was beloved, yet the brand use cases and brand story were disparate and disconnected. Within’s Adam Smith worked with the GoLang team at Google to help define their user segments, articulate their vision, mission, brand voice, and key messaging.
02
WHAT WE DID
With a clear sense of the brand’s core characteristics and user types, Within then developed a new logo, visual identity, brand guidelines, slide deck templates, website concepts, and additional assets necessary to empower the internal team and thousands of open source collaborators to amplify the new brand.
03
Website UI/UX
One of the primary exercises for brand implementation was to develop a new look and feel for the golang website.
Go in the real world.
We co-developed a series of case studies featuring brands that have adopted Go such as Uber.
Slide Deck Template Series
There was a growing demand in the Go community for slide deck assets and templates to ensure presentations were professional and on brand.
Project Outcome
Mass Adoption
The Go community is a deeply loyal and protective one. Upon hearing of the rebrand there were some in the community who were uncomfortable with the idea that Google decided to hire a brand firm to make the Go brand modern and sophisticated. But quickly they realized that it was rooted in the ethos of the founders’ vision and that we retained and amplified the beloved gopher character.
A Growing Community
There are now over 1 million Go developers, and growing. From a recent Go survey, “Go developers continue to report high levels of satisfaction with the Go ecosystem. A large majority of respondents said they felt satisfied while working with Go over the past year (90% satisfied, 6% dissatisfied), and a majority (52%) went further and said they were “very satisfied”, the highest rating.”