Gemini

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. Upperquad worked closely with Google DeepMind, Brand Studio and Creative Labs to develop a new brand and website introducing the Gemini Era.

Minimal approach, massive reach

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.

Gemini color palette: three blues, white, near-black and peach swatches above a blue-to-peach gradient bar

Eight rounded panels showing soft gradient variations of blue, lavender and peach

Gemini typeface specimen: upper and lowercase alphabet, numerals and punctuation in a blue-to-peach gradient

Gemini spark symbol, a four-point star, in a blue-to-grey gradient on dark grey

Introducing Gemini

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.

Laptop showing the Gemini site: "Meet the first version of Gemini — our most capable AI model" above a benchmark chart

Three mobile screens of the Gemini site: a code generation demo, a 90.0% benchmark chart and the model sizes

Phone on a metal surface showing the Gemini site screen "Gemini can generate code based on any input you give it"

Person holding a tablet showing "Gemini comes in three model sizes": Ultra, Pro and Nano

The site we built for Gemini’s launch was a pivotal component of introducing the world to this new era in AI.

Grid of video cards with Google DeepMind researchers and titles such as "Excelling at competitive programming"

Mobile benchmark table comparing scores on reasoning and math tests such as Big-Bench Hard, DROP and GSM8K

Mobile screen reading "Meet the first version of Gemini — the most capable model in the world" above a 90.0% chart

In collaboration with

Many individuals and teams collaborated to bring this project to life. A huge thank you to Google DeepMind, Brand Studio and Creative Labs; Fred Alcober, David Buxton, Matthew Carey, Suz Chambers, Alexander Chen, Hollie Dobson, Jonathan Fildes, Jordan Griffith, Bradley Griffiths, José Guizar, Steph Parrott, Gaby Pearl, Mathew Ray, Craig Rogers, JR Schmidt, Jon Steinback, Eleanor Tomlinson, Ross West, Jenny Yeung, and Emma Yousif.

Upperquad's Dream team

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.