Google for Startups
















































An environment to welcome and accelerate new businesses
The Google for Startups signage project in São Paulo was one of the first studies in the physical application of the new visual identity for Google's startup accelerator, whose mission is to support successful, diverse, and inclusive startup communities around the globe.
Starting with institutional graphic elements and brand book definitions, we’ve created a harmonious blend with the architectural language, which is quite young and informal, without neglecting intuitive and functional aspects.
Google's iconic color palette was combined with hatch patterns to compose blocks of color with different hues, layers, textures, and volumes. In order to bring three-dimensionality to the boxes and other graphic elements, we worked with different overlapping thicknesses and different materials. Each one of the building's six floors was differentiated by color, according to the use of each space.
Beyond the functional nature of the signage, we were also asked to create panels to set the mood and differentiate the use of spaces. These included a map indicating the locations of other Google for Startups campuses around the world and a panel displaying the cycles of the acceleration programs with the names of each participating startup. On the rooftop terrace, we invited artist Thiago Mazza, whose work is known for its botanical themes, to create a mural on the side wall of the balcony, reinforcing the idea of being outdoors in a relaxed environment away from the air conditioning.
- Direção de Criação: Mariana Hardy
- Direção de Operações: Cynthia Massote
- Coordenação de Criação: Délio Faleiro e Pedro de Albergaria
- Design: Délio Faleiro, Fernando Dias e Rafael Amato
- Gerente de Projeto: Mariana Muchon e Joana Rocha
- Produção Gráfica: Mirelle Bairral e Rita Abdo