Google getting more serious about Glass branding with guidelines

Google getting more serious about Glass branding with guidelines

Summary: Google is making it known to would-be third party partners that there are some strict guidelines when it comes to Glass. Let's take a look at a few.


As wearable technology continues to control the agenda at CES 2014, undoubtedly Google Glass is going to be referenced left and right.

Read this

Google Glass: It's not an enterprise product, get over it

Google Glass: It's not an enterprise product, get over it

The wearable computer has many benefits. The problem is none of those bear any relevance to enterprise customers, and bring-your-own-device (BYOD) may cause more problems than it's worth.

As the Internet giant prepares to roll out the next generation of its fancy digital spectacles beyond the initial test pool (a.k.a. the Glass Explorer Program) to the consumer masses, many third-party software and hardware players are already preparing an ecosystem of accessories and other assorted products to latch onto the Glass wave.

One example popping up among the world's largest tech trade show comes from OpticsPlanet, which released on Monday what it boasted as "the first order-able pair of prescription glasses and adapters for Google Glass."

But Google has been meticulous in crafting a high-end, fashion-forward aura to surround Glass, despite some unintended side effects and name calling. (See: "Glassholes.")

Perhaps in an effort to eradicate the annoying geek image in favor of something a little more geek chic, Google has published some branding guidelines for Glassware or Glassware-related properties. Actually, there is even a point concerning "properties not related to Glassware," so basically Google wants everyone to take note.

Some of these restrictions are fairly run of the mill as far as logo and name usage is concerned.

But the team down in Mountain View also had some rules about Glass (note the capital "G" all the time) in text. Let's take a look at a few:

Add "#throughglass" to the content to categorize it for easy discoverability and aggregation. This is often the case with photos and videos publicly shared on social networking sites.


Add "Sent through Glass" when categorization is not needed. This is often the case for emails.

And finally, which might be a meme waiting to happen:

Correct: "Cat Facts for Glass"

Incorrect: "Glass Cat Facts", "Glassy Cat Photos"

All emphases courtesy of Google.

Also, "Glass" is never supposed to be used in a plural sense. So "Google Glasses" would violate these branding terms.

DON'T MISS: Google Glass Corporate Policy template from Tech Pro Research

While some of these rules might strike casual tech observers and consumers as over the top, branding is actually a very serious issue and many retailers take considerable steps and spend a lot of money to maintain control over said brands. Just look at Apple and the iPhone, iPod and iPad lines.

Actually, strike the "the" from before the term iPhone because Apple doesn't actually use articles in front of these proper nouns. English language punctuation and grammar rules, be damned.

Topics: Mobility, Android, Google, Hardware, Tech Industry

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  • "a high-end, fashion-forward aura"???

    Really? They have failed at that miserably.
  • Failure

    This product is already a failure. Google is simply cramming it in everyone's faces trying to get as much publicity as they can. Unfortunately for them people don' t want a big ugly camera strapped to the side of their head. They have one on their phone, which can easily be concealed in ones pocket while still retaining the utility of the device. I cannot believe that this ugly abomination is still in the news. Scoble is putting his down, time for the the airheads in the media to do the same.
  • Finding the right application

    Working in a warehouse to keep track of orders/shipments?
    Working in an airport sorting people and luggage?
    Check out this traffic monitoring clip
    Anthony Colbourne
    • They already do that most effectively. These glasses would be a hinderence

      and probably end up slowing down the process in warehouses and airport luggage sorting
  • Standard "how to use a trademark" practice ... where is the problem

    If one looks at the standard practices for ANY company using a trademark (or service mark), one will find these "rules"... nothing really new here.

    The guidelines for "marketing" (#throughglass and the sent by) are part of many companies practice: (sent from my Blackberry; sent from my iPhone; ...).

    What am I missing here that is supposed to be new?

    What IS refreshing is the place on the Google site that describes trademark usage for general folk (not lawyers). Reference and for Glass users: