Google’s design team is working on a hard problem: how do you create a visual identity for AI? It’s not a button or a menu. It doesn’t have a fixed set of functions. It’s a conversation partner that can do… well, a lot of things. That ambiguity is difficult to represent.
Daniel John, writing for Creative Bloq, reports on Google’s recent blog post about Gemini’s visual design:
“Consider designer Susan Kare, who pioneered the original Macintosh interface. Her icons weren’t just pixels; they were bridges between human understanding and machine logic. Gemini faces a similar challenge around accessibility, visibility, and alleviating potential concerns. What is Gemini’s equivalent of Kare’s smiling computer face?”
That’s a great question. Kare’s work on the original Mac made the computer feel approachable at a moment when most people had never touched one. She gave the machine a personality through icons that communicated function and friendliness at the same time. AI needs something similar: a visual language that builds trust while honestly representing what the technology can do.
Google’s answer? Gradients. They offer “an amorphous, adaptable approach,” one that “inspires a sense of discoverability.”
They think they’ve nailed it. I don’t think they did.
To their credit, Google seems to sense the comparison is a stretch. John quotes the Google blog again:
“Gradients might be much more about energy than ‘objectness,’ like Kare’s illustrations (a trash can is a thing, a gradient is a vibe), but they infuse a spirit and directionality into Gemini.”
Kare’s icons worked because they mapped to concrete actions and mental models people already had. A trash can means delete. A folder means storage. A smiling Mac means this thing is friendly and working. Gradients don’t map to anything. They just look nice. They’re aesthetic, not communicative. John’s word to describe them, “vibe” is right. Will a user pick up on the subtleties of a concentrated gradient versus a diffuse one?
The design challenge Google identified is real. But gradients aren’t the Kare equivalent. They’re not ownable nor iconic (pun intended). They’re a placeholder until someone figures out what is.
