Context

At Google DeepMind, the Black Plus ERG was created to provide a safe, inclusive space for employees of Black and mixed diaspora backgrounds to connect, share experiences, and celebrate their cultures.

Challenge

The goal was to design a visual identity that reflected the depth and diversity of the Black diaspora—without relying on clichés or cultural stereotypes. It needed to feel modern, inclusive, and in step with DeepMind’s progressive, tech-focused vision.

Solution

We designed a vibrant identity centred around an ever-evolving gradient, symbolising the broad spectrum of Black identities. Paired with a clean, tech-forward aesthetic, the result feels both bold and contemporary—building a sense of pride and belonging within the ERG.