New logo, no problem

By: Jacob G.

On September 1st, 2015, Google Inc. announced not one, but many changes to their company. First of all, if you searched Google in the top of your screen, you would notice that the logo has changed. For the first time in 17 years, Google made a change in their logo, in which you could really see the difference.

“Those iconic, multi-colored six characters have to look good anywhere, everywhere—even on the tiniest screen,” writes product management vice president Tamar Yehoshua and user experience director Bobby Nath on the corporate blog.”

The logo that was tested over and over again has been called “infantilized”, according to BBC, as well as “childlike simplicity of schoolbook letter printing.“ Serifs with little tails make up the new logo, which was changed to stay up to date, because the old logo no longer fits with the new business strategy of Alphabet Inc, which will be running Google Inc. Alphabet Inc, the gigantic change, will be running many companies, the biggest being Google, and others being Life Sciences, which features a glucose-sensing contact lens, as well as Wing, which is a drone delivery service.

In 1997, Larry Page and Sergey Brin released Google, and it was their goal to organize infinite amounts of information on the Internet. After other successful events, 10 additional languages were released for Google in 2000, and over the next five years Google launched Google Images, acquired Blogger, Gmail was introduced, and released Google Earth, Google Maps, Google Talk, Google Video and Google Book. They have also acquired Android, which operates many smartphones and tablets, and introduced YouTube, with which you could watch videos of almost anything. In 2012, the Google Play Store was launched, as well as Google Glass.

According to Mark E. Babej who does Forbes’ marketing strategy and product innovation, “Logos are odd things-they’re almost never the reason consumers choose a product, but almost always key to identifying a company or product.” He says the questions to ask when considering to change a logo are: How much will it cost, will it work, does it fit in with today’s world, and does the logo say something about the company? Here are some key examples: In 2009, Tropicana changed their logo and sales plummeted 20%, while in 2010, GAP was going to change their logo until a Twitter protest of 5,000 people changed the outcome.

Some logos just need to be adapted, because they are classic already, such as the logos from places such as McDonalds, Volkswagen, Shell, Starbucks, BMW, Barbie and the Superman and Panasonic logos, who have made over 25 changes in their history. Other companies such as FIAT, Windows, and many sports teams, can completely change their logo without any issues.

Sergey Brin and Larry Page couldn’t have said it better, “Google is not a conventional company. We do not intend to become one.”UntitledSuperman TimelineShell Timeline


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