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Google "Decision Intelligence"

// services
Art Direction
Identity Design
Branding
Commissioned by Google to create a brand identity for Decision Intelligence, led by Cassie Kozyrkov, this project explored the conceptual challenge of visualizing the balance between order and infinite possibility—a core tenet of decision intelligence methodology.Client: Google Inc. Project Lead: Cassie Kozyrkov Timeline: May 2019 Scope: Logo design with multiple variants, full brand deliverables
Design Challenge
The central challenge was to create a mark that embodied the philosophy: "order into chaos than chaos into order." The logo needed to evoke precision and structure while simultaneously suggesting boundless potential and adaptability—reflecting how decision intelligence brings clarity to complex, uncertain situations. Key Requirements: Balance between order and infinite possibility Convey precision, clarity, and analytical rigor Remain versatile across digital and physical applications Support Google's broader design ecosystem while maintaining distinct identity
Process & Approach
Phase 1: Discovery & Conceptualization Through collaborative sessions with the Decision Intelligence team, I explored the intersection of data science, decision-making frameworks, and cognitive psychology. Initial hand sketches investigated geometric patterns, interconnected systems, and abstract representations of clarity emerging from complexity. Research focused on: Color psychology for analytical and innovative spaces Typography that balances approachability with authority Visual metaphors for decision pathways and intelligence networks Phase 2: Design Development Selected concepts were refined in vector form, beginning with black-and-white studies to establish strong foundational forms before introducing color. Multiple variants were developed to ensure flexibility across use cases—from digital presentations to printed collateral. The iterative process included regular feedback cycles with stakeholders, ensuring the final mark authentically represented the Decision Intelligence vision while meeting technical requirements for scalability and reproduction.
Deliverables & Impact
The project resulted in a comprehensive brand identity package including: Primary logo in full color and black-and-white versions Multiple logo variants for different spatial contexts High-resolution files (.ai, .psd, .png) for various applications Design system foundations for future brand expansion The final mark successfully captures the essence of decision intelligence—a visual representation of bringing structured thinking to ambiguous challenges, embodying both analytical precision and creative possibility.

CREDITS

Creative Director / Designer
Jennifer Pearl (Team Computer)

Client Representative
Cassie Kozyrkov, Chief Decision Scientist, Google

Project Management
Jennifer Pearl (Team Computer)

Legal & Brand Advisor
Alexia Bedat, Klaris Law PLLC

Research Contributor
Google AI Research Team