We've been seeing a lot of talk about trends in design, like flat design and skeumorphism. One thing we don't see is the talk about design principles and the reasons to adopt one style or the other. I believe the work that Alex Griendling, Christopher Bettig, Jefferson Cheng, Roger Oddone, Yan Yan, Zachary Gibson did in contribution with Web Studio, Brand Team, Creative Lab for the Google Visual Assets Guidelines, is an example of a system that was created with the goal of being scalable and consistent. All of that without moving away from the Google branding. At the end of the day, it's not the style that really matters, but the design principles behind the decisions you make.

Google’s brand is shaped in many ways; one of which is through maintaining the visual coherence of our visual assets.In January 2012, we began creating this solid, yet flexible, foundation that will help Google’s designers and vendors to produce high quality work that helps strengthen Google’s identity.

The work is incredible and I recommend that you check it out at Behance. You will be able to see it all.

Branding: Google Visual Assets Guidelines

Branding: Google Visual Assets Guidelines

Branding: Google Visual Assets Guidelines

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