IndustryGoogle Has a New Look and We Really Like It

Google Has a New Look and We Really Like It

The search giant has rolled out a new Google logo, moving from a serif font to a sans-serif font. Branding experts think the company has nailed the logo redesign on several levels.

Less than one month after restructuring into a holding company called Alphabet, Google has a new logo and industry participants really like it.

While the old Google colors are still there, the company has migrated from a serif font to a sans-serif font. The company is also going to replace the little blue “g” icon with a four-color “G” that matches the logo.

Today’s change reflects the way Google interacts with its users across Search, Maps, Gmail, Chrome and other own-and-operated properties, noted Google in a prepared statement. “We think we’ve taken the best of Google (simple, uncluttered, colorful, friendly), and recast it not just for the Google of today, but for the Google of the future,” it said.

From a branding perspective, Adam Padilla, president of agency Brandfire, thinks that Google nailed the logo redesign on several levels. “The most important is the retention of Google’s hard-earned brand equity. The logo itself will not be unfamiliar to the spectator, with its capital G, and highly recognizable primary color scheme,” Padilla explains.

“The new Google logo does what a great logo should do: it communicates an idea. Simple sans-serif letterforms indicate that the company is ‘streamlining’ its operation and narrowing focus. Furthermore, the tilted lowercase ‘e’ injects a measure of whimsy and a human element that gives the logo ownability,” he adds.

Others also give the revamped logo a thumbs up. Michael Dub, partner at marketing company DXagency, thinks it is better than the old one and more authentic to the Google brand, as it suggests a more “efficient” brand that is “clean” across multiple platforms and devices, especially mobile.

“I prefer the new logo including its use of enhanced colors. Its smaller size will enable it to render more effectively on lower bandwidth connections as Google continues to expand to new and less tech-enabled parts of the world,” Dub says.

He adds that with the creation of Alphabet, it will become increasingly important for Google to differentiate its core search business from Alphabet’s “more ambiguous and ambitious initiatives.”

As Google develops more products, Brandfire’s Padilla suggests that the company should specialize and launch strategic sub-brands, and simultaneously move back toward its roots as the world’s most preeminent search engine.

“Google Plus, Google Maps and other properties should revisit the notion of separating a bit from the parent brand, and own each space in turn. For instance, Facebook owns Instagram, but it isn’t called FacebookGram. By keeping each niche served by a different sub-brand, Google will free itself to enter even more markets without risking dilution of its parent identity,” Padilla says.


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