Project Taara grew out of Google’s secret lab X, becoming one of the most ambitious technological solutions in communication. Its goal is to provide fast internet access to regions unreachable by fiber-optics or traditional wireless networks. The name “Taara,” taken from the Sanskrit word meaning “star,” hints at the project’s idea: bringing light and direction to areas of digital isolation.
Although existing within internal presentations, the company’s old logo did not evoke much emotion. However, the new logo completely changes the brand perception. It employs unconventional typography inspired by symbols from the Sanskrit script. Notably, the lower-case letter “a” resembles the Sanskrit symbol “त.” This bold choice emphasizes the brand’s origins while showcasing the originality of its technological approach.
A small abstract star symbol complements the wordmark. Its form simultaneously evokes the sun, a lighthouse, and the point-to-point data transmission executed by the company’s equipment via beams of light. The simplicity of this symbol makes it easily recognizable, although it appears somewhat too lightweight as a standalone brand sign. Nonetheless, in the context of the overall design, it looks stylish and impressive on documents or business cards.
The company’s entire design system is built upon a contrast between simplicity and technology, combining minimalist typography with expressive photography. The photos used in the brand’s visual identity highlight the project’s dual nature: depicting technology akin to science fiction and real-world landscapes where the technology is applied. This creates a special atmosphere, simultaneously mysterious and grounded.
The overall impression of the new brand identity is pleasant. The company avoids typical technological clichés, showing how it’s possible to appear innovative and approachable. Thanks to this elegant and confidently original visual solution, it’s remarkable how clear and friendly the idea of ultra-fast internet via beams of light has become.
