ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Branding
Annual ID
ADC103_BCD034M
About the Work
Android has 3.5BN active users, 12M developers and powers the Google ecosystem, but the brand itself was static, disconnected, corporate, increasingly invisible and losing share with GenZ.
We needed to go back to Android’s foundational values of freedom and inclusivity to reassert its future. Today we know people seek even greater autonomy and choice, especially younger generations as they build their own, connected ecosystems. We evolved the Android brand system to be more open and adaptive— moving with them across their connected world. The opposite of walled gardens, and rigid ecosystems.
We redesigned and resurfaced the world’s invisible super platform to be borderless as it flexes across devices; the color palette, more accessible, and the robot (beloved by developers) more fun and expressive to reflect the different contexts and characters of every user.
We also (after 20 years!) defined Android’s relationship to Google by bringing their identity systems closer together to lift consideration of the brand. Plus, created new tools to help scale the brand and flexed it across partners — from NASA to Peloton.
The new Android launched in Fall 23, and has rolled out to 3.5BN devices, partners and counting.
We needed to go back to Android’s foundational values of freedom and inclusivity to reassert its future. Today we know people seek even greater autonomy and choice, especially younger generations as they build their own, connected ecosystems. We evolved the Android brand system to be more open and adaptive— moving with them across their connected world. The opposite of walled gardens, and rigid ecosystems.
We redesigned and resurfaced the world’s invisible super platform to be borderless as it flexes across devices; the color palette, more accessible, and the robot (beloved by developers) more fun and expressive to reflect the different contexts and characters of every user.
We also (after 20 years!) defined Android’s relationship to Google by bringing their identity systems closer together to lift consideration of the brand. Plus, created new tools to help scale the brand and flexed it across partners — from NASA to Peloton.
The new Android launched in Fall 23, and has rolled out to 3.5BN devices, partners and counting.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
R/GA Americas
Design Firm
Arillatype.Studio / Málaga
De-Yan / New York
Executive Producer
Katia Davidson Ferrara
Global Chief Creative Officer
Tiffany Rolfe
Animation, Motion Design
Alice Aguiar
Antonio Souza
Design Director, Brand Design
Paulo Assuncao
ECD, Head of Brand Design
Augustus Cook
Senior Designer, Brand Design
Kinzie Burke
3D Design
Vinicius Lavor
3D Design & Animation
Felipe Mahalem
Flavio Montiel
Designer, Brand Design
Junsun Ko
Paz Roberts
Director, Production, Brand Design & Consulting
Rafael Rodrigues
Group Account Director
Greer Oliver
Group Design Director
Eloy Krioka
Producer, Brand Design
Chaya Leverton
Kailee Bongiovi
Senior Visual Designer
Luciano Diaz
Rossi Antunez
VP, Managing Director, BDC, US
Melissa Jackson-Parsey
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