The GUG (Google User Group) is a Grow with Google initiative based in the Czech Republic. The non-profit organization functions as an innovation hub and community for technology-enthusiasts. Group members of the GUG are actively cooperating on organizing events related to Google products, other advanced technology and their everyday usage to make the life of their communities better and easier. They create meetings, workshops, lectures and networking opportunities for both community members and individuals interested in learning about new technologies. The group is the meeting place for developers, entrepreneurs, geeks, users and teachers cooperating with fellow global initiatives like GDG (Google Developers Group), GXG (Google Exchange Group), GBG (Google Business Group) and GEG (Google Education Group). GUG is a non-governmental public organization operating independently from Alphabet, Google and any of their subsidiaries.
The symbol is a U-shape, following the concept of the fellow global initiatives GDG, GXG, GBG and GEG, using the middle letter of the acronym, representing the flow of information in the form of perpetually overlapping lines, so as the cooperational bond between the members that is evolving and getting stronger from project to project, event by event, day by day. Derivatives were also created from the symbol as standalone objects supporting various purposes, such as subcategory identifiers, events or framework discussions, special calendar days. As an addition to the derivatives, ZIIJN has also created outlined and stencilled versions of the logo for monochromatic usage.
The main GUG.CZ logo.
The GUG logo is fully versatile, ready to be used multiplatform, multichannel and multipurpose.
When redesigning the GUG brand some new elements were created, such as the symbol as an addition to the wordmark, the 'doodles' representing the brand's origin and pay tribute to the the founders' association with the global tech giant, and a set of social media stickers, that with their 'word-play' they would stand for the geek-y, creative and smart attitude group members treasure as their own.
The GUG community reached out to us to recreate their brand identity and help them to express visually the values of the community: creativity, forward thinking and fun in the exploration of modern technology.
Symbol derivatives.
When redesigning the GUG brand some new elements were created, such as the symbol as an addition to the wordmark, the 'doodles' representing the brand's origin and pay tribute to the the founders' association with the global tech giant, and a set of social media stickers, that with their 'word-play' they would stand for the geek-y, creative and smart attitude group members treasure as their own.
An additional element of the identity is the 'doodle' collection. This is a homage to the Google brand and features brand colours, geometric shapes, and could be used as a full version, writing GUG.CZ in a whole or as single characters. When used as individual objects, all letters could be combined with each other or be used as a pattern to break plain surfaces, bring an extra vibe to spaces and decorate.
To fully utilize the U-shape as the symbol and make it the centerpiece of the identity, the ZIIJN selected a set of words starting with 'U' that describes the GUG brand and the members can identify with them. Unity, Utmost, Ultimate, Universal, Unbeatable, Unlimited, Unique, Upbeat, Unstoppable, just to mention a few. These words were then translated into design pieces and artworks used on T-shirts, smartphone cases and other giveaways.
Other than the 'doodle' collection, an assortment of social media stickers were designed to express the playfulness of the brand and the 'GUGers' combinative thinking. To show this, there were a set of words collected that have a different meaning when understood literally, word by word. To use this feature of such words, precise meanings were added and been twisted visually. In this way, ZIIJN has created (among many others) a superhero called 'SuperNatural', a 'Rubber Band' with stationery musicians or a 'UniCorn' with a corn-horn. Realizing the value and popularity of the social media stickers it is considered to be printed and used on swags and other merchandise materials too.
Poster and stickers come with every starter package for new tech community members. 
Illustrations not only can function as social media stickers, but as fun objects on totes, apparel and patches. Or even as wall murals.
As the next step in rethinking and rediscovering the GUG identity, the brand's philosophy, mission, vision and values will be reestablished and published shortly. The members of GUG.CZ believe that if one would like to stay authentic, has to know itself, embrace that knowledge and express it.
Back to Top