![Stadia_Controller2.jpg](https://images.squarespace-cdn.com/content/v1/56cdfaff40261d4c2c508d6f/1553524735769-4P26AEBGDNBYZYZFZ0N2/Stadia_Controller2.jpg)
Stadia
![](https://images.squarespace-cdn.com/content/v1/56cdfaff40261d4c2c508d6f/1553525930010-A61UG4COMLZ3SEMTSYIV/Stadia_video_thumb_Teaser.jpg)
I was part of a team at Creative Lab responsible for naming and branding Google’s all-new gaming platform, Stadia.
![Stadia is a place of many places – one place for all the ways we play. And although it remains iconic, we love that Stadia’s S-shaped symbol can be interpreted a number of ways.](https://images.squarespace-cdn.com/content/v1/56cdfaff40261d4c2c508d6f/1553523351757-QMN9CGYEL1RT608Z1V1W/07+Yeti_0227_Lockup_Vertical_Gradient.png)
Stadia is a place of many places – one place for all the ways we play. And although it remains iconic, we love that Stadia’s S-shaped symbol can be interpreted a number of ways.
![It evokes the epic-ness of a large stadium viewed from an upwards angle. It could suggest the wifi symbol. Its fluid shape also captures motion that you might encounter in gaming moments – like bouncing between platforms, waving a flag, drawing some](https://images.squarespace-cdn.com/content/v1/56cdfaff40261d4c2c508d6f/1553523158568-WB97XHZ8T77HMLV1VDD2/Stadia_Icon_Construction2.gif)
It evokes the epic-ness of a large stadium viewed from an upwards angle. It could suggest the wifi symbol. Its fluid shape also captures motion that you might encounter in gaming moments – like bouncing between platforms, waving a flag, drawing something free-hand, etc.
![Stadia_Controller1.jpg](https://images.squarespace-cdn.com/content/v1/56cdfaff40261d4c2c508d6f/1553514232323-3L0UW8OZ3CFL9EU42VGM/Stadia_Controller1.jpg)
![Stadia_Controller2.jpg](https://images.squarespace-cdn.com/content/v1/56cdfaff40261d4c2c508d6f/1553523585269-3ON29NXWMLX7ELEBVESD/Stadia_Controller2.jpg)
![Stadia_Controller3.jpg](https://images.squarespace-cdn.com/content/v1/56cdfaff40261d4c2c508d6f/1553523587404-0YESJZIKCOJ3MXTF8ROF/Stadia_Controller3.jpg)
![](https://images.squarespace-cdn.com/content/v1/56cdfaff40261d4c2c508d6f/1553513971490-R0MJZ2FS7YEC26IMXIUL/image-asset.jpeg)
Creative agency:
Google Creative Lab NYC
Creative lead:
Matthew Carey
Executive producer:
Suzanne Chambers
Strategy lead:
Teo Soares
Design lead:
Hana Tanimura
Designers:
Elbert Tiao
Reb Lim
David Shatan-Pardo
Cindy Mai
Chris Cyran
Glenn Cochon
VFX, 3D & motion design:
JR Schmidt
The Mill
Editors:
Eric Harnden
Kyle Graffam
Sound Design:
Antfood
Film production:
Niki Polyocan