Art&Graft transformed the Gemini visual identity for Google DeepMind into a living motion-led system where particle behavior matters as much as the mark.

The London-based design and motion studio had previously shaped the Gemini 2.0 identity. Google DeepMind brought them back for Gemini 3. The visual identity needed to span a wider range of products, from mobile screens to large presentation environments, while reaching a much broader audience.

AI branding trends toward familiar tropes. Neural networks and abstract data streams carry baggage that Art&Graft Founder and ECD Mike Moloney wanted to avoid. The solution was framing Gemini not as a machine, but as a thoughtful co-creator: ambient, intelligent and always present.

How Art&Graft Built the Gemini Visual Identity Around Motion

The particle system at the heart of the Gemini visual identity draws from nature. Senior Motion Designer Gulya Voronova describes the metaphor as a shoal of fish: dot and pill elements that move together, change direction and respond to their surroundings while maintaining structure. In the ambient state, particles move quietly. When the user engages, the system shifts into active mode, with particles forming deliberate movements and shapes.

Colour development proved demanding. The Gemini brand relies on a four-colour gradient, and keeping those tones clear required extensive testing. Particle behaviours also needed to hold at every scale, which led to the elongation detail: particles stretch as they travel and contract when they settle, giving the system fluid intelligence. Google Sans anchors the typography within the Google ecosystem.

Art&Graft delivered hundreds of assets alongside motion toolkits, templates and style guides, giving Google's internal teams discipline and creative freedom at scale. View the full project at artandgraft.com.