Google Branding Guidelines

Google Branding Guidelines

Guidelines for implementing Google ® on Mobile Phones and Devices

Thank you for choosing to become a Google partner. This document will help you integrate Google mobile products into your service quickly and easily. We provide guidelines on how layout, branding, Google attribution, and referrals should be handled. If you have any questions regarding these policies, please feel free to discuss them with your Google account manager.

Requirements:

You are required to adhere to these guidelines prior to the launch of any of Google's services on your portal, device, application, and/or service.
You must provide Google with a pointer to (or mock-up of) your revised site, deck or application prior to launch, as part of the agreement you have signed with us.
You may not modify the layout without prior written approval from Google once we have approved the layout.
Please notify your Google account manager if you encounter difficulties in meeting any of the requirements.

Displaying search results on mobile websites, devices, portals, or applications:

Based on the implementation method you choose, specific guidelines apply for displaying search results. Google results are provided to partners in the following two ways:

Google-hosted results page linked to by the partner
- The partner provides the search box on their portal, website, or application. Or, the partner provides a link or bookmark to Google's homepage. Google hosts the results page, and once the search request is sent, the partner has no control over the results page interface.
A syndicated feed of search results
- The partner provides the search box and has control over the results page interface under Google's guidelines.

For either implementation method, Google results must be clearly identified and displayed in the order originally generated by Google; these principles cannot be violated. There is greater flexibility around other parameters because of the inherent limitations of display space and formatting for mobile phones and devices. You should check with your Google account manager if you have questions about implementations not covered in these guidelines.

1. Layout
2. Attribution
3. Branding
4. Examples
5. Promotion

1. Layout

1.1 The search box

The Google search box may appear anywhere on your site, but there are very specific rules for how it should appear, how it should be labeled, and when it may be used. See the Attribution section below for details on labeling the search box.

1.2 Navigation to Google's Services

Results page is hosted by Google (Figure 1A and 1B)

If the results page is hosted by Google, the Google logo or name may appear as a search option within your services menu (Figure 1A) or search services menu (Figure 1B).

When Google is referenced, you must use an approved Google logo or Google icon, or else use the word "Google" in text (preferably in Trade Gothic) as a substitute for the logo.

Once users select "Google," they will land on a page, hosted by you, containing the Google search box, or they will be linked directly to the Google homepage which will have the same user interface that is hosted at www.google.com (available in various domains and markup languages as specified by you). Users may click back to the original search services menu when they are on the results page but cannot toggle between results from other search engines once they are on the Google results page.

Figure 1A: Navigation to Google When Results Page is Hosted by Google and When the Search Box Page Hosted by Partner*

Figure 1B: Navigation to Google When Results Page is Hosted by Google and When the Search Box Page Hosted by Partner*

* Note: If the search box page is hosted by Google, the standard Google.com homepage for mobile phones and devices will appear in the set markup language and domain that you requested.

Results page contains Google results within the first eight rows (Figure 2)*

As long as the first Google result is visible within the first eight rows irregardless of screensize, the Google logo or name may appear as an option within your search services menu.

When Google is referenced, you must use an approved Google logo or icon, or else use the word "Google" in text (preferably in Trade Gothic) as a substitute for the logo.

Once users select "Google," they will land on a page, hosted by you, containing the Google search box. (See the Attribution section below for details on labeling the search box.) The users may click back from this page to the original search services menu. However, they cannot toggle between results from other search engines on the results page.

Figure 2: Navigation to Google When the Results Page Contains Google Results within the First Eight Rows

Results page hosted by operator and/or Google results after the first eight rows (Figure 3)

If the results page contains Google results after the first eight rows, the Google name, logo, or icon cannot be referenced until the appearance of these results. Once users are on the results page they may click back from this page to the original search services menu. However, the users cannot toggle between results from other search engines on the results page.

Figure 3: Navigation to Google Search Box When Results Page Contains Google Results After the First Eight Rows.

1.3 Header

Page Header Attribution (Figure 4)

Page Header Attribution - It is acceptable to have a header at the top of the search results page or in the browser/application header that says "Google Search." However, if there are other providers of search results, sponsored listings, or operator content on that results page, any attribution to Google cannot appear in the page header.

Figure 4: Google Attribution Within the Results Page Header

Results Header (Figure 5)

You must display a results header above Google Search results containing the elements listed below, even if there are no other content or sponsored listings on the page. Variations on this format need to be approved by Google.

Google Attribution – The Google results header can include "Enhanced by Google" as long as it is located directly above the Google results section (Figure 5). This is independent of whether or not Google is the sole search provider or within the first eight rows.
The Title (required) – "Web Results," "Search Results," "Web Search Results," or similar language subject to approval by Google must appear above the results.
The Search Term (required) – The search term must be presented in the results header in boldface type.
The Number of Documents (optional) – The number of documents shown must be displayed in boldface along with the estimated number of total matching documents. Standard formatting would be: "Results 1 - 10 of about 9,240,000." Variations on this format need to be approved by Google.
The Format – Text for languages that are written and read from left to right (such as English, German, and other common languages) should be left justified in the header. For languages that are written and read from right to left (such as Hebrew and Arabic), the format of the text should be right justified.

Figure 5: Google Results Header

1.4 Google Search Results

Google Search Results (Figure 6)

You may integrate the results into your site as you see fit, but Google requires that the content, ordering, and display of the results remain unchanged to ensure the highest quality user experience. You must include the following elements:

Figure 6: Search Result Elements

The elements of a search result that must be included:

Result Title – The title includes descriptive text, and serves as a hyperlink to the site.
Snippet* - This is a dynamically generated selection of text from the relevant web site. The snippet helps customers decide if that particular result will answer their question before visiting the page.
Search Result URL* - This is the address of the result site and the site to which the result title hyperlinks.

*Note: Any changes to the length of the snippet or search result URL must be approved by Google.

If Google Search results appear in conjunction with other content, such as operator content and/or sponsored listings, a visual separation must be made between search results and the other content sections (Figure 7).

The layout should clearly distinguish unedited Google search results from paid sponsorships and/or operator content. In addition to the mandatory heading for the Google Search section (see 1.3 Results Header section), there are several ways in which this can be implemented:

Lines, bars or other borders clearly separating labeled search results from labeled sponsored listings or other content results.
Colored background behind labeled sponsored listings or other content results.

Figure 7: Results separation

2. Attribution on results pages and partner sites

The following basic principles govern the use of the Google name and logo in conjunction with Google Search results:

When Google results are shown, Google must be given attribution using the appropriate text or brand elements.
Google must approve any use of the Google logo or name that appears next to, on the same page as, or in a pull-down menu with the logos or names of competing mobile services. To obtain approval, the partner must provide Google with a mockup which displays how the Google logo or name will appear with the competing services.
If Google's logo appears on the page, it may never be the largest logo on the page. The page must clearly be identified as belonging to the partner.

2.1 "Enhanced by Google" vs. "Powered by Google"

Google makes a distinction between branding on sites in which Google is the sole provider of search results and those that feature results from other search providers, sponsored listings and/or content from operators.

"Powered by Google" indicates Google hosts the results page (see section 2.2 for details on labeling the search box).
"Enhanced by Google" indicates there are results or content on the results page that are not provided by Google and/or Google is providing the results feeds. The first Google result must appear within the first eight rows irregardless of screensize. Partner results cannot be intermingled with Google search results. "Enhanced by Google" can only appear in the results header on the results page (see section 1.3 for details on header attributions). (See section 2.2 for details on labeling the search box).
A site cannot use both "Powered by" and "Enhanced by."
Google can provide translations of these terms upon request.

Google's objective is to avoid customer confusion and to ensure users understand and appreciate the integrity of Google Search results. Therefore, we avoid using our logo, icon, or brand attribution in any context not directly tied to Google Search results.

2.2 Labeling the Google search box (Figure 8)

For use of "Powered by," the results page must be hosted by Google. You can use "Enhanced by" if there are results on the results page that are not provided by Google but the first Google result is within the first eight rows irregardless of screensize. Otherwise the search box cannot be labeled. These rules apply to all forms of attribution*:

Google attribution next to a search box may be provided on your home page, main search page, and other pages on the site as long as Google hosts the results page or the first Google result is within the first eight rows.
Google attribution should appear to the right of the "search" button, which should be placed to the right of the search box.* However, it is acceptable to place the attribution directly under the search box.
The Google logo should appear in a size that makes the ® clearly legible. The logo never should be smaller than 16 pixels in height. In places where the Google logo does not fit, the Google icon can be used based on approval by Google.
It is OK to substitute the word "Google" in text if you prefer.
The Google search button may be named "Search" or "Google Search"
You cannot distort or manipulate, in any way, the authorized Google logo or icon obtained through your account manager.

Google's objective is to avoid customer confusion and to ensure users understand and appreciate the integrity of Google Search results. We therefore avoid using our logo in any context not directly tied to Google Search results.

* Note: Any changes to this layout must be approved by Google

Figure 8: Google Search Box Attribution

3. Branding

In order to protect the integrity of the Google brand identity, partners should speak to their Google account manager about acquiring Google logos, icons and taglines for use on their site or application. If a version of the logo is needed on a specific color background, please alert your account manager, and one may be created for you. Use of these logos, icons, and taglines are subject to the guidelines outlined in the attribution section above.

3.1 Use of other Google brand elements

Google brand elements such as the "I'm Feeling Lucky" button and customized versions of the Google logo appearing on Google.com (typically for holidays) cannot be used by partners. A Google Brand Feature cannot be incorporated in any trademark or domain name of the partner.

3.2 Use of Google icon

Google provides an icon to be used only in cases where one is necessary. For example, the Google icon can be used if the Google logo does not fit or is unrecognizable. Any use and placement of the icon must be approved by Google.

3.2 Google and competitor logos

Google must approve any use of the Google logo, icon, or name that appears next to, on the same page as, or in a pull-down menu with the logos or names of competing services. Google must be provided with a mockup which displays how the Google logo or name will appear with the competing services.

3.3 Partner co-branding with Google

Partners may not combine their brands with Google's to create a new brand (e.g., "Phoneco Google"). They may talk about "using Google through Phoneco" or "Google made available by Phoneco."

4. Examples of acceptable implementations

Figure 9: Google Results Within the First Eight Rows

Figure 10: Google Results Page Hosted by Google

Figure 11: Google Results Below the First Eight Rows

5. Promotion

Offering unbiased search results is an essential element of the Google brand. We work closely with our partners to ensure our reputation for objectivity is not compromised in any way. This means we cannot give the appearance of favoritism to any particular partner or allow our brand elements to be used in ways that suggest an exclusive advantage of one service over another.

5.1 Pay services

If a partner is charging for access to Google or if accessing Google incurs connection fees, it must be made clear to the end user that Google is not assessing these fees.

5.2 Screenshots

When referencing a relationship with Google, we prefer the partner use screenshots of Google as it appears when accessed through their service, rather than including just a Google logo or icon. This allows customers to understand exactly how they will be able to use Google and makes it clear that the relationship between Google and the partner is based on providing search results.

5.3 Partner logos on Google

On occasion, Google will acknowledge our partners on our website and in collateral materials with partner logo placement. In such instances we will notify partners of our intent to use their logos.

5.4 Partner use of Google brand elements

Any use – including (but not limited to) press releases, web pages, advertising, sales collateral, or presentations – of Google in a screenshot or of a Google logo or icon must be approved in advance by the Google marketing department. Speak to your account manager for more information. Generally speaking, any creative adjustments to the Google interface must look realistic.

5.5 Acceptable promotional media

Google does not use untargeted or unsolicited advertising to promote its service. Partners cannot include Google in promotions going out through channels such as email, SMS, MMS or WAP unless the recipients have explicitly opted-in to receive the messages. Speak to your account manager for more information.