See Part 1 here
I wanted the type to have that retro game title feeling, line Zaxxon or Dig-Dug. It needed to be custom and done in a style that complimented the rest of the art.
I figured doing the type would be cinch. Google is notoriously lax about their logo, right? Just look at all the Google Doodles that beat the crap out of their brand. I started developing a bunch of custom type treatments that I thought looked like retro games. For instance these two.
It turns out Google isn't lax about their brand at all. Re-typesetting their name in any other typeface is strictly verbotten. No matter what I tried it was rejected by the brand police. However, it turns out you can replace letters with images. So in the end I replaced all the letters with images. It wasn't the game title I was originally looking to do, but it kept with the retro gaming look a whole lot better than the actual Google logo which wouldn't have matched the rest of the art.
THE REAL TYPOGRAPHIC PROBLEM:
Google created these machines in order to give them away as awards. Instead of trophies or plaques, companies that created award winning online advertising would get one of these in their lobby. Pretty cool right? At the onset of the project they hadn't nailed down the name of the award yet. I was expecting something like The Webby, or the Addy awards. Turns out they came up with The Stuff You Click On Awards. Deliberately long titles are funny, and that's why they did it. However, typographically it was a problem. Games have short punchy names. Pac Man, Galaga, Battlefield. Not The Game Where You Drive Tanks Around A Maze And Shoot At Each Other. Fitting all of that verbiage on the side of the cabinet would take up most of the space, and generally the longer the name the less you can mess with the type because you need to maintain legibility.
I eventually worked out a solution similar to what worked for Star Wars The Empire Strikes Back. I used different levels of typography within the word mark itself. Additionally I placed the name of the award only on the kick plate on the front of the machine. On the sides we went with my Google type.
Google wanted their real logo to appear on white somewhere on the machine, so I relinquished the marquee to their branding. As with most cases of applied corporate branding it doesn't stylistically match with the rest of the graphics or fit the space particularly well. But I was already pushing my luck with the logo police, so I gave up that real estate in spite of the fact that graphically it breaks the retro game illusion.
Note, we did wind up having to update those marquees with the new logo after the machines were already finished.