The Gemini era

Upperquad worked closely with Google DeepMind on the brand and interactive site for Gemini, a new foundational model.

Gemini is built from the ground up for multimodality, reasoning seamlessly across text, images, video, audio, and code. This family of models surpasses state-of-the-art performance on a range of benchmarks, and consistently outperforms human experts on massive multitask language understanding.


Gemini redefines the capabilities of artificial intelligence. This safe and powerful multimodal foundational model is accessible everywhere. Gemini powers the AI in Google's full suite of apps, including the standalone consumer-facing generative AI app of the same name. Google also makes the model available as a building block for developers.

Over the course of eight months, Upperquad worked closely with Google DeepMind, Brand Studio, Events & Experiences and Creative Labs to develop a new brand and website introducing Gemini.

Often associated with AI in the broader industry space, the spark within our logo comes to represent the north star, positioning Gemini as a guiding light in the field of AI. Positioned next to the dot of the first “i” in Gemini, the spark creates a twin set, referencing the twin stars of the Gemini constellation. Carrying complex meaning, the simple mark also fits naturally into Google's existing AI visual language.


Our task was to create an integrated brand and interactive site to help usher in the Gemini Era, visually conveying the power of this model that will fundamentally change the experience of the Internet from this point forward. The work needed to be distinct, dazzling, and foundational to see Gemini through a long period of growth.

Explore the brand identity and interactive further on Behance.

In collaboration with: Yaël Bienenstock, Margot Boyer-Dry, Christoph Gromer, David Kirschberg, Phil Ruppanner, Marvin Schwaibold, Melanie Wood. From Antinomy Studio; Baptiste Briel, Quentin Briel-DuChatel, Gwen Bogaert, Paul Bouisset, Lyall Coburn, Basile Lecouturier, Elias Sakakri. From STROHL Inc.; Christine Celic Strohl, Eric Strohl.

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