Android has over 3BN active users, 12M developers and powers the Google ecosystem, but the brand itself was static, disconnected, corporate, increasingly invisible and losing share with GenZ.

We needed to go back to Android’s foundational values of freedom and inclusivity to reassert its future. Today we know people seek even greater autonomy and choice, especially younger generations as they build their own, connected ecosystems. We evolved the Android brand system to be more open and adaptive— moving with them across their connected world. The opposite of walled gardens, and rigid ecosystems.

For a new generation who want even greater autonomy and choice in building their connected world, we evolved the Android brand system to be borderless and adaptive, and reintroduced the Bot (beloved by developers) as more than a corporate mark, but inclusive of all 3BN+ users.

We redesigned and resurfaced the world’s invisible super platform to be borderless as it flexes across devices; the color palette, more accessible, and the robot (beloved by developers) more fun and expressive to reflect the different contexts and characters of every user.

We also (after 20 years!) defined Android’s relationship to Google by bringing their identity systems closer together to lift consideration of the brand. Plus, created new tools to help scale the brand and flexed it across partners — from NASA to Peloton.

The new Android launched in Fall 23, and has rolled out to over 3BN devices, partners and counting.