HOW PORTO ROCHA REINVENTED BRANDING FOR THE AI ERA
Porto Rocha, the New York-based design studio founded by Felipe Rocha and Leo Porto, belongs to the second category. Known for their sharp, future-forward branding work for names like MTV, Nike, and Dropbox, they’re masters of turning bold ideas into visuals and concepts that stick.
A recent standout? The branding for Google Gemini, the tech giant’s latest and most advanced AI model to date. Porto Rocha was asked to develop a brand system that could capture the fluidity, intelligence, and limitless potential of AI itself. This certainly wasn’t your typical clean-and-corporate identity.
What Porto Rocha delivered was a vivid visual identity built around an endlessly morphing motion system. The Gemini logo isn’t static: it lives, moves, and transforms in real time, reflecting AI’s capacity to adapt and evolve. Paired with bold type, catching color palettes, and animated gradients, the brand embodies a sense of continuous motion and possibility.
Porto Rocha’s project for Google Gemini is a perfect example of how thoughtful, courageous design can help complex technology feel human, dynamic, and accessible. And it proves that taking creative risks, even for brands as big as Google, can lead to identities that resonate far beyond product launches.
At Forward Festival Berlin this August, Felipe Rocha and Leo Porta will unpack their creative process, from the first spark of an idea to a system flexible enough to future-proof one of the world’s most advanced technologies. Expect sharp insights on navigating creative risk, balancing client needs with bold design decisions, and how to create work that feels both timely and timeless.
Catch Porto Rocha live at Forward Festival Berlin and get inspired to turn your boldest concepts into action.
