I love great briefs. In Googled (2009), Ken Auletta quotes the brief that Google gave designer Ruth Kedar to design the search engine homepage:

Google wanted to create a unique logo that would clearly differentiate them from the other search players at the time…These other players were commercial products first, and search engines second. Google wanted to convey that it was a search provider first and foremost…Google as a brand should repudiate all things corporate, conventional or complacent. The design was meant “to look almost non-designed, the reading effortless. The colors evoke memories of child play”. 

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