Occasionally, a facelift just has to happen. Whether that means something as large as the overall structure of your company or something as small as a logo change, adjustments eventually become a necessity as companies grow and evolve. Over the last month, though, both of those aforementioned changes have happened at Google.
Back in early August, it was announced (unexpectedly) that Google was no longer the giant parent company it had become. Instead, a new company was formed, named Alphabet, that Google was now a part of. This was done for a variety of reasons, with the most prominent of them being Google could now focus on Google.
Then, on September 1, Google officially announced that it was changing its logo. It wasn’t a major overhaul, but the change was significant enough that the internet has been abuzz about it for the whole week since. And the company’s official statement underscored the main reason for the re-branding:
These days, people interact with Google products across many different platforms, apps and devices—sometimes all in a single day. You expect Google to help you whenever and wherever you need it, whether it’s on your mobile phone, TV, watch, the dashboard in your car, and yes, even a desktop! Today we’re introducing a new logo and identity family that reflects this reality and shows you when the Google magic is working for you, even on the tiniest screens.
What Does Google’s Logo Change Really Mean?
When a company unveils a logo change, many people see it as a simple rebranding and maybe a needed refreshment. But often times, the meaning is much deeper than that. Therefore, I asked the experts here at Marketing Essentials what they thought of Google’s facelift. Here’s what they said...
...from an overall business operation perspective: “With Google’s recent restructuring and its new company,Alphabet, it shouldn’t be a surprise that they would unveil a change in their logo. As an innovative, cutting-edge tech company, change is embedded in their culture and something as simple as a logo is what facilitates their brand equity. For leaders of any sized company in this day and age, Google’s changes are a good reminder that proactive change management should be an inherent attribute of their culture to ensure the viability and sustainability of their organizations.” - Patty Cisco, MBA, Principal
...from a design perspective: "At its core, design is so much more than how pretty something looks. Design is just as much about how something functions and interacts with the end user. In both the colors and the tilted 'e', Google has effectively retained its fun brand personality, without appearing too childish. The clean sans-serif font is just modern enough, without trying to be 'cool.' When you look beyond the prettiness to how it functions, it is equally impressive. The font choice is optimal because it can be scaled down almost indefinitely without losing the readability. The new design is truly universal, as the look can appeal to virtually anyone. Furthermore, the translation of the design and animation across various devices solidifies it as a great redesign." - Jenna Schultz, Senior Designer
...from an email marketing perspective: "While it is important that your logo is cutting edge and always represents your brand as best it can, it is also vital that you do not change your logo too often, especially when it comes to including your logo in your eNewsletter. Google's new logo change is a perfect example of how to change your logo --the right way. Making minimal changes over the course of several years will not harm your brand, as the changes are typically very small. However, you must be sure that you do not make large and more obvious changes to your logo far too often, as it can confuse your audience, particularly if your eNewsletter is only being sent out once a month. Building a sense of trust and recognition with your audience is essential to email marketing success." - Rachel Hayes, Digital Strategist
...from an online presence perspective: "The announcement of Alphabet signaled that many changes were probably on the horizon for Google, and any time that happens, there needs to be a complete overhaul. Their old logo wasn’t outdated, and it wasn’t a terrible-looking one, either. But it is very important for businesses to own up to their changes and let their customers know that they are ‘all in’ with the new direction, however big or small it may be. Think of the logo change as a refreshing alteration for Google, and one that shows its commitment to the ever-evolving technological world. Google understands that the way people access the internet and behave on there is constantly changing, and they are trying their best to stay as up-to-date with that as a company. How is your organization doing the same?" - Jordan McAbee, Digital Strategist
...from a SEO perspective: "Changing ones logo doesn't have a direct correlation with your average search engine rankings. If you change your logo, your rank doesn't increase. However, when a company changes its logo or branding styles, it's important to remember to update your company's online directories. Having outdated directories gives a poor visitor experience and visitors are quick to judge your organization based on something as small as having outdated logos. Do you need to update your directories?" - Jordan Staugler, Digital Strategist
Google is a constantly evolving company, and that in and of itself is a main reason that it has been so successful over the years. The Google brand is worth over $300 billion, and you don’t get to that point by remaining satisfied and stagnant in the marketplace. No, you get there by being innovative and one step ahead of your competition.