In launching Allo, Google's aim to bring more usefulness, flexibility, and personality to chatting. They needed a site that would achieve this goal, expressing the functionality, but more importantly, the emotion of the new app.
That was only part of the task. Allo was launched at the same time as Duo. Together, the two communication apps needed a brand identity and a set of logos that would draw in new users that already had dozens of text and video chat options to choose from.
