Samuel Caverly, Negosentro | Google was founded in 1997 by two PhD students from the Stanford University. They developed a search engine that is now the most popular on the internet. Today, it holds around 64% market share in the US, as specialists say.
The brand relies on its visual communication and makes sure it catches global attention with visual long-term campaigns, such as the interactive Doodles (temporary logos), favicon (the online icon) and much more. Google’s logo history speaks for itself. There are plenty to notice just by looking at the search engine’s visual identity and brand initiatives. Let’s see how they can inspire you to create a strong iconic brand identity.
7 Brand Identity Lessons from the Evolution of Google’s Logo
Choose the Best from What’s Available
The first Google logo may seem a bit clumsy now. However, at the time, it reflected an entire graphic vision. The team developed a pattern of intense color to express that Google was as reliable and recognizable as the main color chart. Then, they decided to innovate by mixing the primary colors in the letters. The design needed to be simple and yet a carrier of a key message. So, it was as requested.
The logo was developed using GIMP (GNU Image Manipulation Program). This was a free graphics editor. However, it was among the most popular ones at the time. Therefore, to develop a strong message that reflects your values, you need the best resources you can get.
Make Sure Your Identity is Flexible
Around one year and 13 days since the release of Google’s first logo, it was revised using less intense shades and a slightly different font. The 3D aspect of the text vanished and left room for an uncomplicated text that the brand could use on any media.
Make sure that your brand’s visual identity is flexible enough to look at its best even if it’s on a poster, on your website, a flyer or an outdoor round panel.
Stay True and Recognizable
One month and two days later, the Google logo changed again. This time, it featured an exclamation mark that later became to resembling to Yahoo!’s logo. There was also a slight change in the initial G’s color from green to blue.
So, the brand experimented by adding a new element to its logo and changed an existing one to distribute eye attention. Even if this initiative came soon after its revision, the Google logo continue to express the company’s values and remained recognizable to its audience. Consistency is key in branding and ignoring it might lead to a serious loss of audience.
Identity Needs to Evolve
Seven months since the latest logo change, Google removed the exclamation mark and the letters’ aspect became less sharp. The company noticed the logo resemblance and decided to be unique on its market. During the usage time of this logo, Google also developed another one that featured transparent letters. This logo was used only together with Doodles.
You brand identity needs to adjust to how the market develops. Your brand needs to benefit from the fresh possibilities that technology, the public or trends offer. Moreover, you can develop specific logos for long or short-term campaigns.
Imagine the Future
The 2010 logo change was subtle and only included reduced shadows and a different shade of yellow on a letter. This didn’t mark a specific branding development. However, it left plenty of room for future changes.
Such a change opened doors for the favicon and even the possibility to adjust even further and be recognizable even without the brand name. When looking at your logo, see how it would look without your brand name and whether it’s appealing for the public.
Update, but Don’t Change
In 2013, Google made a slight change to its logo, by flattening the letters and removing the shadow effect. This logo was used for almost two years and it market a step to the next change.
If you need to update your logo, remember that you only need to remove the unappealing elements, instead of completely changing it. Remember that sometimes your brand logo only needs a revision and treat is as such.
Make Your Activity Visible
In September 2015, Google revealed a new logo for its font as a change to its brand identity. The campaign was visible among brand leaders and thoroughly analyzed. This change could have looked like a new revision to a versatile logo. However, the company decided to show it as part of a rebranding campaign.
Empower your brand by communicating your changes to the public, together with what they express and what they might prepare. Showing your brand updates will allow your public to catch a glimpse on your activity, values and expectations.
Branding to the Top
Visual identity is one of the core parts of your brand. Google realized the power of its logo and explored them as much as possible. Furthermore, the brand did not feature any tagline. The company that owns Google had an unofficial code of conduct, which stated Don’t be evil.
Google Inc., the company behind the search engine gained a corporate slogan for the public. It stated Search, Ads and Apps. Yet, the logo stands for itself so tall that you can now recognize it even through its favicon. See how these branding lessons work for your own public and become successful!