Change is inevitable and this applies to brands as well. Just a few weeks ago, Google announced new changes to its iconic logo and identity family and almost everyone had something to say about it.
Some people were thrilled, some were not. Regardless how we feel about the new logo, it all boils down to one thing—the new logo is sending us a signal that Google is evolving.
This evolution may have been brought about by the fact that Google is now under Alphabet. However, the main reason Google gave for doing this is that they want to be able to adapt to the new reality. Fact is, people have changed as well and this translates to how they also interact with Google products.
Aside from branding, the new Google logo is also a reflection of the community it has built all these years. So, what does the new Google logo really have to say about this tech-savvy generation?
Today’s generation use multiple devices.
When Google first started, people were only accessing the Internet via their desktop computers. This has drastically changed over the years and Google recognizes the fact that people now interact with them across many different platforms. They understand that people expect to keep using Google products on these platforms and devices, whether they are using their mobile phones, TV, watch and more.
Aside from being consistent in terms of branding, the new logo and identity were developed in order to be more accessible and user-friendly no matter what device people use. For instance, the little blue “g” icon was replaced with a four-color “G” that matches the new logo, making it easily recognizable even in small mobile devices. They also developed a colorful Google mic icon, which shows how voice interaction is working.
Today’s generation is mobile.
Not only are people using more platforms these days, more and more of them are also going mobile. To cater to this, Google also made changes to their search results page to help users easily find the content they need by just simply swiping through results horizontally and tapping. This development was made with mobile users in mind.
Additionally, the home page of the Google app has been updated on Android to show the new colorful G icon. Google Now cards are also presented differently now. They shift and change sizes throughout the day to make sure that the most important ones stand out.
Today’s generation demands seamless integration.
The Google logo and branding were originally developed for a single desktop browser page. However, because users are on multiple platforms and are increasingly becoming more mobile, there is a need to integrate all these together. According to Google, they’ve updated their logo and branding “for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type and talk).” Doing so will help them provide a more satisfying user experience.
No matter what we think of Google’s new look, we have to go beyond what we see to understand the deeper rationally for such a change. In order to remain at the top of their game, businesses have to evolve and adapt to the changes in society and that’s exactly what Google has done.