Below please find an illustrative, non-exhaustive list of trademarks, logos, designs, and other distinctive features owned by Waymo LLC ("Waymo Brand Features" or "Brand Features") along with general principles for using the Waymo Brand Features. When using Waymo’s Brand Features for non-commercial or editorial purposes, please adhere to these general principles. We consider the Waymo Brand Features valuable assets and adhering to these guidelines helps us protect and maintain the value and goodwill of our Brand Features.
If you have received permission to use a Waymo Brand Feature for commercial purposes, please consult the "Guidelines for Commercial Use". If granted written permission to use Waymo’s Brand Features in a commercial context, you agree to do so only in accordance with our Guidelines for Commercial Use and our Terms and Conditions, and for the specific purposes for which Waymo has granted written permission. Please understand that we reserve the right to reject requests to make commercial use of Waymo Brand Features for any reason.
Should you identify an individual or entity using Waymo’s Brand Features inappropriately, we would like to hear about it. You can report any issues by clicking here.
General Principles for Using Waymo Brand Features
Always appropriately recognize our trademarks. Any use of a Waymo Brand Feature must be accompanied by a notice that clearly indicates that Waymo’s Brand Features are trademarks or distinctive brand features of Waymo LLC.
- Within the United States only: For uses that are distributed or accessible in the United States only, use the appropriate trademark symbol, ™ or ®, the first time the Waymo trademark appears in the text of the advertisement, brochure, or other material:
- Example: Waymo Driver™ technology
- Outside the United States: Use the following trademark attribution notice instead of a ™ symbol:
- [Insert Trademark being used] is a trademark of Waymo LLC.
- [Insert Trademark being used] is a trademark of Waymo LLC, registered in the U.S. and other countries and regions
Trademarks are adjectives used to modify nouns; the noun is the generic name of a product or service. An appropriate generic term must appear after the trademark the first time it appears in a printed piece, and as often as is reasonable after that. For a list of suggested generic terms, see below.
- Incorrect: I rode in a Waymo today.
- Correct: I rode in a Waymo car today.
Always distinguish our trademarks from the surrounding text by capitalizing the first letter, capitalizing or italicizing the entire trademark, or using different font.
- Incorrect: The waymo autonomous driving technology is awesome.
- Correct: The Waymo autonomous driving technology is awesome.
If you have received permission to use our logos, please
- Use a background color or image that does not hinder the visibility of the logo.
- Have appropriate white space around the logo. For example, the amount of white space above and below our Waymo Logo should be equal to or greater than the height of the “WAYMO,” and the space to the left and right of our logo should be equal to or greater than 2x the width of the “O” in “WAYMO)
- Avoid altering the configuration of the logo. For example, do not change the colors, font, apply effects like blurring or gradient, or alter proportions or skew.
Never alter our trademarks, including through abbreviation to create acronyms, varying the spelling, adding or deleting hyphens, making two words one, or making one word two.
- Incorrect: Way-mo sensors.
- Correct: Waymo sensors.
Never make our trademarks possessive or plural.
- Incorrect: Waymos are awesome.
- Correct: Waymo vehicles are awesome.
Never use our trademarks as a noun or verb.
- Incorrect: I’m going to Waymo home.
- Correct: I’m going to take a Waymo vehicle home.
Never combine our trademarks with your or any third-party names, trademarks, or logos.
- Incorrect: Waymo MYBRAND vehicle.
- Correct: MYBRAND vehicle operated by Waymo technology.
Never use Waymo or any other Waymo trademark or Brand Feature, including graphics, symbols, logos, or icons, to brand your product or service, claim interoperability where there is none, or use in a manner that suggests you are endorsed, sponsored, supported by, or otherwise affiliated with Waymo. You should disclaim any sponsorship, affiliation, or endorsement by Waymo as appropriate.
Never use our trademarks in a derogatory, disparaging, false, illegal, infringing, or misleading manner.
Never make, sell, or distribute products of any kind, including but not limited to merchandise (such as t-shirts, hats, and mugs, or products), product packaging, manuals, or promotional/advertising materials, bearing any of Waymo’s Brand Features, except pursuant to an express written trademark license from Waymo or as otherwise expressly authorized by Waymo.
Never imitate the distinctive visual appearance, look and feel, sound or smell of Waymo vehicles, products, colors, packaging, website design, user interfaces, logos, or typefaces.
Never use or imitate a Waymo slogan or tagline (e.g., “Most Experienced Driver”) without receiving prior approval.
If you find any improper use of a Waymo Brand Feature, please let us know about it by clicking here.
List of Waymo Brand Features
Our blog post, “Driven by Waymo, Designed with Trust,” describes some thinking behind Waymo Brand Features that define our visual and audio brand experience, all guided by three main design principles: transparency, freedom, and consistency.
In general, Waymo Brand Features seek to build trust -- whether with users of our Waymo One™ ride-hailing service, business partners transporting their goods using our Waymo Via™ goods delivery service, or pedestrians, cyclists, and other road users.
Research conducted in our Waymo One Trusted Tester program has confirmed that our Waymo Brand Features have created a unique, valuable consumer experience and engendered consumer trust. We’ve pioneered this first-in-kind experience through thoughtful user experience research that allows us to learn about the impressions our technology, products, and services have on consumers and identify product and service features that our riders recognize, trust, and use in their daily lives.
Below please find an illustrative, non-exhaustive list of Waymo’s Brand Features, including names, slogans or taglines, images, sounds, and design elements. The absence of a product or service name, logo, or other Brand Feature from this list does not constitute a waiver of Waymo’s trademark or other intellectual property rights with regard to that Brand Feature.
autonomous vehicle technology, vehicle, sensors, software, and services
autonomous vehicle technology, automated driving system
delivery service, freight delivery service, goods delivery service
dataset, autonomous driving dataset
WAYMO RIDER SUPPORT™
LASER BEAR HONEYCOMB™
Slogans and Taglines
THE WORLD'S MOST EXPERIENCED DRIVER™
CLICK. TAP. RELAX.™
NEVER TIRED. NEVER DISTRACTED.™
SAME DRIVER. DIFFERENT VEHICLE.™
MOST EXPERIENCED DRIVER™
BECAUSE SAFETY IS URGENT™
SENSE. SOLVE. GO.™
YOUR TIME. YOUR JOURNEY.™
HAIL THE FUTURE™
Illustrative, non-exhaustive images are provided below for reference.
Other Waymo Brand Features
Waymo Driver™ Autonomous Technology
The Waymo Driver™ autonomous technology operates vehicles. Brand features for the Waymo Driver™ autonomous technology are incorporated in both Waymo One service brand features and Waymo Via service brand features. The brand features follow a design language that is pure and has flow, balance, and contrast. The features include, for example, a color scheme that is approachable and comfortable, and incorporated smoothly into product designs such as a Waymo Blue ring around a Waymo sensor and Waymo Blue features inside the vehicle.
The Fifth-Generation Waymo Driver™ design has won multiple design awards, including:
- A’Design Award & Competition, Platinum A’Design Award, 2021
- Red Dot, Product Design, Winner 2021
- iF Design Award, Product, 2021
- Good Design Awards (US), Transportation 2020
- Good Design Awards (JP), Passenger car, Passenger car-related instruments (2020)
Waymo One™ Service
Ornamental design for sensor assemblies, housings, and portions thereof
See, for example, the following design patents and patent applications: D902,756; 29/722,227; 29/724,589; 29/724,655; 29/725,082; 29/734,421; 29/734,430; 29/736,304
Ornamental design for in-car user interfaces or portion thereof
See, for example, the following design patents and patent applications: D916,131, 29/754,142, 29/773,379
- Start Ride Chime
- End Ride Chime
- Entry/Exit Soundscape
- Audio cues, such as for approaching road users
- Wayfinding melody
Waymo Via™ Service Brand Features
Ornamental design for sensor assemblies, housings, and portions thereof
See, for example, the following design patents and patent applications: 29/734,047; 29/726,250; 29/818,904; 29/818,347; 29/818,364
Firefly car design
See also, for example, the following design patents: D866,368, D878,264
The Firefly car has won multiple design awards, including:
- Red Dot, Product Design, Winner 2016
- iF Design Award, Professional Concept, Mobility, 2015
- Design Museum, Transport Design of the Year 2015
Other Brand Elements
Our Waymo A.I. pattern is based on the same geometric structure as our logo. The dots can scale up and down in size to imply that our A.I. technology is constantly sensing around it. There are nine separate assets related to the A.I. pattern. Each one has been designed to be integrated with a different scale of photography, means to create layering effects in infographics, meso illustrations, and other communication materials. There are also three levels of hollow openings to allow for flexibility when placing different scale objects within the center focused opening.
Our Sensory Awareness graphic is used to loosely show how our sensors see 360° using our A.I. technology.
Our Trajectorial Vision pattern is used to show how our vehicles sense their paths using our A.I. technology. There are three versions of our trajectorial vision pattern that are meant to be used at different scales. Similar to our A.I. pattern, we use the high dot volume when the car is at a small scale and lower dot volume as the car increases in scale.
The Confident Path graphic is used when representing our vehicle confidently moving forward on its path after using A.I. technology to determine its trajectory. Our traveled journey always appears in Waymo Blue, while our path forward to a destination is in Waymo Green. Our Confident Path can be shown using a single path, an additional curve of the path can be added, or grey paths can be added to show the vehicle within a larger map-like area.
If you are authorized to create marketing or other brand materials for Waymo, please also refer to these detailed Waymo Brand Guidelines.