Google Cloud Transfer Appliance

Industrial Design
product design firms
The Client

Google is a US-based, multinational technology company. One which specializes in Internet-related services and products but also includes online advertising technologies, a search engine, cloud computing, software, and hardware.

"...in technology, we need revolutionary change, not incremental change."
-Larry Page/Google

The Product

The Google Bezel allows Google Cloud Service users to connect with the Google brand every step of the way.

Industrial Design
The Challenge

Google came to Speck intending to break into the data transferring service. Google wanted to steer away from the often generic-looking industrial hardware associated with data transferring technology. Another challenge would be differentiating this product from the competition by expressing the Google brand identity through styling and industrial design. The solution as a whole needed to be competitive, marketable, and provocative. The goal was to create a functional server with strong aesthetic appeal symbolizing the strength and reliability that Google is known for. Functional challenges included stackability and ergonomics. Aesthetic challenges consisted of brand recognition, color, texture, and invoking an emotional connection from the consumer.

The Google brand was brought to life by creating a physical counterpart to a Google service that customers can easily recognize and interact with. Tasked with creating a bezel design that expressed Google Cloud’s new brand, Speck created a design language that was playful and very recognizable as Google. Additionally the product needed to be easy to use, with a simple user interface.
The process

Speck combined the forces of the industrial and engineering teams to create a successful solution for Google. Speck provided the strongest outcome with this multidisciplinary approach--creating an aesthetically pleasing, user-friendly, brand-oriented, high-quality, and reliable solution for Google Cloud.

Google Cloud Platform (GCP), offered by Google, is a suite of cloud computing services that runs on the same infrastructure that Google uses internally for its end-user products, such as Google Search, Gmail, file storage, and YouTube.
the outcome

Speck achieved Google's goals by engendering respect and empathy for all disciplines, thus ensuring accountability from all team members. The Google brand came to life with the creation of a physical counterpart to a Google service. One that customers can easily recognize and interact with. Google used the renders produced by Speck to announce the launch of its Transfer Appliance.

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