Branding and Naming Guide

Note: There's a new Google Apps Marketplace experience! Beginning November 19, 2013, new listings may only be created using the new version: existing developers may need to create a new Chrome Web Store account to publish new listings. Refer to the new documentation for more information.

This branding guide describes some examples of correct and incorrect usages of Google Brand Features to help you better understand Google's branding and logo usage policies. This is not an exhaustive list, and only illustrates a few common examples that may affect you.

Google Brand Features can be used only pursuant to these Guidelines, our Terms and Conditions and for the specific purposes for which Google has given permission.

Brand Guidelines regarding Google Brand Features

What is a trademark?

A trademark is a word, name, symbol or device (or a combination thereof) that identifies the goods or services of a person or company and distinguishes them from the goods and services of others. A trademark assures consumers of consistent quality with respect to these goods or services and aids in their promotion.

Usage policy guidelines

If you use a Google Brand Trademark:

  • Distinguish the trademark from the surrounding text in some way. For example, capitalize or italicize the entire mark, place the mark in quotes, or use a different type style or font for the mark.
  • Use the trademark only as an adjective, never as a noun or verb, and never in the plural or possessive form.
  • Use only Google-approved artwork when using Google's logos.
  • Do not use the Google logo typefont for other words.
  • Include a minimum 25 pixels of padding surrounding all sides of the Google logo.
  • Don’t display a Google Brand Feature as the most prominent element on your web page.

Registered Trademark symbol

Any usage of Google Brand Features must indicate that they are registered trademarks of Google. You can do this in one of two ways:

  • Follow the Google Brand Feature with the " ® " (&req; in HTML) symbol or (R).
  • Follow the Google Brand Feature with an asterisk and include "*GOOGLE is a trademark of Google, Inc." in a footnote.

Things not to do:

Don't modify our marks. Only Google is allowed to modify Google marks. Don't remove, distort or alter any element of the Google Brand Features. This includes modifying a Google trademark through hyphenation, combination, or abbreviation.

No matter how clever or catchy you may think it is to incorporate a Google mark into your product or service name, don't do it. Instead, you may discuss your product with language that describes its relationship to Google Apps. An example acceptable description could be something like this: "a complementary solution for Google Apps" or "Salesforce for Google Apps" or "CastIron for Google Apps".

Using Google logos and trademarked graphics

As a Google Apps solution provider you are allowed to use various Google logos in your marketing materials. This section covers the usage of such logos, including:

  • Google company logo, aka "the Google logo"
  • Google Apps logo
  • Google Apps Authorized Reseller logo
  • Other product logos: GMail, Google Calendar, Google Talk, Google Sites, Google Video for Business, etc.

The Google logo


All usage of the Google logo must comply with the Google branding guidelines located here: http://www.google.com/permissions/guidelines.html. The Google logo is available in two styles: shadowed (as in example above) which is designed for web-use only, and flat (CMYK) which is designed for all offline usage.

Google logos are not a substitute for textual references and cannot be used as part of a sentence. This applies to all Google corporate and product logos.


is used by millions of Internet users everyday.


Google is used by millions of Internet users every day.

The Google Apps logo


The use of the Google Apps logo is subject to all of the standard Google branding guidelines listed above. Use of other Google product logos (for example, Google Calendar) are subject to the Google branding guidelines.

Brand Names & Common Terminology

This sections deals with the usage of other Google brand names and features (non-logos), as well as other wording and commonly used terminology associated with Google and the Google Apps product. The full list of Google's registered and trademarked product and brand names can be found here: http://www.google.com/permissions/guidelines.html. For all product names, you must use a TM symbol (trademark) after the name for the first time it appears on any web page or document.

Using "Google ™"

The first instance of "Google" on any web page or document should be followed by a ™ symbol. Use ™ in HTML, or the symbol (TM).

  • INCORRECT: Google (first time in a document), Google
  • CORRECT: Google™, Google

Note: "Google" should also not be used as a verb (e.g. "I googled my colleague"), even if you use the ™ symbol.

Using "Google Apps™"

When "Google Apps" is used, the TM symbol should appear after "Apps"

  • INCORRECT: Google™ Apps
  • CORRECT: Google Apps™

"Google Apps" is two words with an uppercase "A". Do not refer to the product using an acronym.

  • INCORRECT: Google apps, GApps, GAfB
  • CORRECT: Google Apps™, Google Apps™ for Business

Referring to "Google Apps" free edition

In general, "Google Apps" refers to both the whole family of products as well as the base-level Google Apps for free edition. As a result it will still be appropriate to say "Google Apps is Google's bundling of messaging and collaboration tools." However, if you need to refer to the free base-level edition of Google Apps within content primarily about a different edition (like Google Apps for Business), be sure to use descriptive text to reinforce that you’re referring to the base-level product, not the family of products.

For example:
  • INCORRECT: "[Productname] works with Google Apps and Google Apps for Business"
  • CORRECT: "[Productname] works with both the the Google Apps for free edition and the Google Apps for Business edition."

Referring to "Google Apps for..." Products

When referring to any of the Google Apps products, use the following guidelines:

  • Capitalize all words except for the word "for". For example: Google Apps for Government
  • When referring to multiple editions, it’s okay to combine product names and refer to them like the following examples:“Google Apps for Business and Education” or “Google Apps for Business or Education”.

Abbreviating names after the first-use

When you need to refer to the same edition repeatedly on a web page, PDF or other piece of collateral, and using the full edition name would be clumsy or repetitive, it is acceptable to use the full edition name in the first reference, and then abbreviate to “Google Apps” for subsequent references. Keep in mind that the free base-level edition is now called “Google Apps” though, so when there’s a possibility of ambiguity, use the full edition name.

Using "Google Apps Marketplace™"

The ™ symbol should appear after "Marketplace." The Google Apps Marketplace should always be referred to as such. Never refer to it with an abreviated name, an alternate name, or an acronym.

  • INCORRECT: Google Solutions Marketplace, Google Marketplace, Google App Store, etc.
  • CORRECT: Google Apps Marketplace™

Using "Google's universal navigation"

The phrase "Google's universal navigation" is not a trademarked term, but it is the correct term for referring to the horizontal navigation bar that appears across the top of many of Google's products. See the following screenshot:

It's important to always refer to this bar in a consistent manner using the correct name. Always refer to this bar as "Google's universal navigation"

  • INCORRECT: OneBar, OGB, Google Bar, Google One Bar
  • CORRECT: Google's universal navigation

Naming Your Product

Don't misuse Google marks or logos in your product name.

If you have a product that is specific to Google Apps, and would like to use "Google Apps" in your product name, you may use a naming convention like the following:

[Productname] for Google Apps.

You may not name your product or service "Google [Productname]" or "Google Apps [Productname].

  • INCORRECT: Google Apps Cast Iron Tool
  • CORRECT: Cast Iron for Google Apps

Updating Google Apps Product names

Google changed and updated the edition names for each of our Google Apps brands in 2010. If your application or service listing uses the old name, it should be updated to match the new official names. The changes were as follows:

Incorrect product name Correct product name
Google Apps Standard Edition Google Apps for free
Google Apps Premier Edition Google Apps for Business
Google Apps Education Edition Google Apps for Education
Google Apps Partner Edition Google Apps for ISPs

Note: No change was made to the Google Apps for Government product name.

Background on the name change

This change to a more consistent and descriptive naming system should help resellers, customers, and prospects more easily understand which edition is best for them. It should particularly help our resellers when discussing our business product with their business customers.