Why Did Google Change Its Logo?


Founded in 1998 Google is the world’s largest search engine company headquartered in Mountain View, California. Regarded as the world’s most powerful brand across categories and in its class of search engines it leads by leaps and bounds. “Google” is actually derived from the misspelling of “googol”, which means the digit 1, followed by 100 zeroes. But even the world’s most powerful brand needs a change now and then, to keep pace with changing consumer demands and expectations.

Google was initially nicknamed the “Backrub” that meant supplying infinite information on any desired topic. Over the years Google has evolved and experimented a lot with its logo constantly improving and adding innovative designs to keep pace with the growing portfolio that is now has. Google also played around with a logo on the loading page and till date they have created more than 1500 “Google Doodles” as they call that incorporates different events and occasions. But these are more to make sure that events and occasion across the globe are acknowledged and keep the global perception alive in the consumers mind.

The brand logo of Google showcases an extremely strong and dynamic brand that is one of the world’s most popular and instantly recognizable logos. All the colours used in the Google brand logo represent precision, uniqueness, growth, elegance and excellence. From 1998 to 2015, the Google logo has gone through various changes but the latest one is the most significant one. Feel that the new logo is more dynamic and approachable as it looks smoother and yet retained its colour scheme of red, blue, green & yellow.

Over time Google has made minor changes like tweaking letter spaces and shadows etc but the change done in Sept 2015 has major changes in the font and style. Google has updated the logo with sans serif typeface, which incidentally is Google’s creation, that look more fashionable and relevant. Also this font gives the flexibility to offer more legibility than other fonts and works well on responsive sites and screens.

Google has even updated the favicon that appears on the screen when you load a google site on the browser tab with the 4 colours and G in caps to give it more colourful yet an extension of the new logo unit.

That’s not all the biggest thing Google did with the logo change is that they made the logo interactive or animated which very few brands have done. The earlier one was completely static and now the letters in Google transform into a series of four dots that morph and orbit with life. During a voice search the Google logo will transform from ‘Google’ into the dots they will become like an equaliser, reacting to the sound of vocalizations. The moment your done the waveform will transform back into dots and spin as Google once the results are out.

So if we try to understand there is a lot of meaning to this change of logo that has happened and it’s not just a change because the new management wanted to show something new. Yes agree new management comes with a new perspective but that perspective has to be in the interest of the consumers and not that “Change is the only constant” phrase. The change also signifies that Google believes in its future products and ventures and this logo incorporates all those values and beliefs for a better future. The entire idea of the change in logo was to make Google better and make it more accessible for all consumers because logos are icons and if the icons are friendly it will make sure more and more people use Google.

Am sure that everyone at Google would have worked really hard to bring about this change of making Google more Googley, as it would have been a collaborated effort to make the brand more friendly and dynamic. And they have shown that it doesn’t take a radical design shift to showcase that you have changed it just small things that make a big difference about how consumers perceive changes.

5 Communications Rules for Startups on a Budget


Contributing Author: Q Communications (Asia)

1. Don’t have a brand personality? Build one.

It pays to be different, and building a brand personality is easy. By and large, entrepreneurs see the business as an extension of himself, so it is perfectly fine to put your personal values, likes and dislikes into the brand. Simply put, just be your authentic self.

Entrepreneurship is not about impressing everyone with how much money was raised and market traction gained. It is ok to be vulnerable and share the sacrifices like working weekends, giving up family time, and being in debt. Also have the courage to admit to mistakes like ordering too many supplies and paying high rent. These little nuggets add up to being a memorable brand.

2. Find that vision and articulate it with passion.

For effective communications to happen, there must be passion and conviction. These days, with the advent of social media, stakeholders can smell pretentious content from the nearest keyboard. So dig deep and spend quality time focusing on the why and the how that drives you to start the business – why should people care about your company? How do you stay relevant in an ever-changing landscape?

Find that one vision and stick to it. Be consistent with storytelling and repeat it like a broken record. If it’s what you truly believe, it never gets boring saying the same thing to different audiences. In fact, the passion just keeps growing every time.

3. Be a giver, don’t just be a taker.

It is great to research and come up with the best brand positioning. It is also a must to hunt for investors, customers and employees to scale up the business. You’ve done your homework talking to the people in your industry, why not share it with others around you?

To ensure communications is well received, it pays to be generous about sharing insights, top tips and know-hows. We’re not referring to confidential information, it is the experiences and networks that create trust with stakeholders. When you are not just asking, but also giving information to help others, they can draw better associations with your brand. This also creates a personality for the business.

4. Give your undivided attention and listen.

The biggest life lesson I got from school was to keep quiet and pay attention to the teacher when he talks. Clients, especially the grey haired ones, love it when I do just that. Over a casual cup of coffee, I learnt so much about their business concerns, current pain points, as well as hopes and dreams for the future.

Providing others with a listening ear allows so many things to happen at the same time. While empathising with his situation, I am able to assess the strengths, weaknesses and opportunities available for Q Communications to add value to the business context. More importantly, it gives me time to gauge if we like each other enough to do business together.

Plain and simple.

5. Don’t be a “selfie”!

Last but not least, think less of “me” and more of “we”. An effective communicator combines all the above from rule numbers 1 to 4 and engages in a two way conversation. Let go of the fears and ego, just listen to the inner voice for guidance. Over time, writing, speaking and listening will expose you to unexpected possibilities. The mind will be expanded and you can find out if this total stranger can be your next client, investor, vendor or employee!

Getting a start-up off the ground is full of ups and downs, what matters is how one is wired to overcome these challenges through effective and consistent communications. That’s the only way to build a lasting legacy, and a one way ticket to growing a sustainable business.

What Colour Says About Your Brand


If you are building a company that depends on making people feel sexy and sophisticated, it’s probably going to confuse your consumers if you your logo is bright green.

That’s because different colors are associated with different feelings. Green conveys organic growth, the earth, nature, or feelings of caring. Meanwhile, black communicates feelings of sophistication, authority or seduction. Not convinced? Consider the green logo for Starbucks or Greenpeace and the black logos of Chanel or Sony.

Read more at: http://www.entrepreneur.com/article/247783

What’s Your Type?

Want to express your brand’s personality through design? Start by choosing the right font!
A picture is worth a thousand words, but your font choice can make quite the statement, too. “Your type is almost like the handwriting of your brand,” says Yego Moravia, design director at New York-based advertising agency Mother New York with clients including Target and Virgin Mobile. It’s an expression of your brand’s personality, whether it’s serious or sophisticated, playful or compassionate. Font styles are messaging cues, and serve as important branding elements in all advertising and marketing collateral. Here, experts offer some guidance on finding the right fit.

Typeface is the equivalent of a human voice, says Simon Lince, chief creative officer at New York-based Sterling Brands, a branding agency that focuses on design for clients such as Nike and Levi’s. “Think of it as a medium in the same way you’d think of imagery or sound—as a palate you can tap into to communicate all kinds of emotions.

– See more at: https://www.ama.org/publications/MarketingNews/Pages/whats-your-type.aspx#sthash.bM1Jitat.dpuf