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Googling Google: Lessons in Brand Identity
We’ve written a lot recently about the power of your brand identity, so what happens when one of the world’s biggest brands changes the look of their famous logo?
Google’s big announcement last week revealed the introduction of a new logo and identity family. Their reasoning was their new look:
“…shows you when the Google magic is working for you, even on the tiniest screens…we’ve taken the Google logo and branding, which were originally built for a single desktop browser page, and updated them for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type and talk).”
The update is a refresh — an evolution (most notably in their typography). And they kept their biggest identifier — their colours, crucial in maintaining the equity so heavily invested by global consumers into their brand.
This update does however pose a big question for consideration by those in branding or managing one (no matter how small or large)—can you afford to break new ground regardless of the power of your brand?
As one of the most globally recognised digital destinations, Google had a big opportunity to move away and break new ground—notably from the primary colour plague that affects so many digital brands (eBay to name one of many). But it their design team who best sum up the nuances of managing a branding evolution: when they say that maintaining “…the simplicity and delight you expect from Google…” was paramount—it is at the heart of their brand.
Understanding the ethos of a brand is critical to all the identity work we do so talk to us about creating a look and message that truly reflects the heart of your brand.