The search engine says it has created an “identity family,” not just a visual rebranding.

by Insigniam Read more from the Reinvention issue

After Google unveiled a new logo to mirror the clean and simple visual identity of its new parent company, Alphabet, typography and branding experts debated whether the makeover was charming or childish.

Regardless of the debate, Google executives assured people that the search engine’s overall mission remains unchanged: to make the world’s information accessible to every user.

When Google was founded in 1998, users accessed its search engine through a desktop PC. However, users now can choose from a variety of platforms, apps and devices—which presents challenges to maintaining a consistent brand look.

The solution? Create what Google calls an “identity family,” not just a visual rebranding. Click To Tweet

Google’s new look is more than a simple sans-serif touch-up; the change reflects an evolution from a static logo to a system of expressions using design innovation. Users not only know that they are using the world’s most popular search engine but are also visually aware of its different functions and capabilities.

New features across all Google products include an animated set of four dots that express different modes: listening, thinking, replying, incomprehension and confirmation; a colorful mic that shows up when a user is speaking; a four-color “G” that represents the logo in small contexts; and an original logotype that retains Google’s qualities in a mathematically and geometrically pure form.

Proponents of Google’s new look predict widespread acceptance. But others are less optimistic and predict that Google—just as Coke, Hershey and Gap have after failed rebranding gambits—will revert to its old ways.


Insigniam

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