A brand reading
Google.
Sage Knowledge as interface.
Google’s first product was a single text box. The Sage’s tell is restraint: do not show what you know, make it possible for the user to find what they need. The interface is the argument.
The reading.
Sage with an Explorer counterweight, expressed.
- Character
- Sage
- Drive
- Wisdom, intellect, expertise, information, guidance.
- Fear
- Ignorance, instability, powerlessness, falsehood, imprecision.
- Strategy
- Use knowledge and information to help people understand the world.
- Counterweight
- Explorer
- Opportunity
- Search sold portals. Knowledge-as-interface was open.
- Diagnostic
- Expressed (intermittently suppressed)
The Sage as restraint. Google’s first product was a single text box: do not show what you know, make it findable. That posture is under pressure as the commercial layer thickens. The Explorer counterweight is the invitation to go looking.
Famous spot
Parisian Love, 2010 (Super Bowl)