When Google rebranded, the amount of time the StringCan Interactive team spent debating about it was quite distracting. Recently, we had a few clients asking about it, so I was inspired to look into this deeper—even though it’s old news now in digital terms.
Instead of its typical serif font, the logo is now in a sans serif font so the logo looks more simple and flat. Also, instead of that tiny “g” logo you usually see on your Google browser tab, it appears as an uppercase “G” that contains all four Google colors. Why would a company as popular and prestigious as Google need to alter its well-known brand?
To figure out the answer, I considered all the possible reasons behind why a company rebrands. I also researched Google, read its official blog post about the recent change, and explored other recent reports. I was pleasantly surprised to find that there are several smart and strategic reasons why Google rebranded. If your company is considering rebranding, Google’s rebranding strategy can provide you with valuable insight:
Becoming One with the Brand
In case you missed it, Google launched its new logo shortly after a major restructuring of the company, which The Guardian announced on August 11th. Google is now owned by Alphabet, a holding company that Google’s co-founders Sergey Brin and Larry Page created. The article also explains that Google was planning on rebranding so that the company can better represent its new owner. So now if you compare Alphabet’s logo with Google’s, you’ll discover that Google’s new logo is in the same style as Alphabet’s. See, there’s a reason for everything!
Overall, aligning the company logos was essentially an attempt on Google’s part to show brand consistency. This was a brilliant move because a consistent brand identity tells consumers that your company is well-established and confident in its identity. Also, when your brand is consistent, consumers can better associate a general personality and attitude with the entire brand. This can really help the brand stand out among competitors. Overall, Google’s rebranding strategy reveals that rebranding can be a smart move if your company changes ownership and wants its brand to be consistent.
Smaller Screens, Better Visibility
Every year, technology devices get smaller and more sophisticated. In addition to desktops, laptops, and televisions, we now have smartphones, Kindles, and even smartwatches. According to Catch News, another big reason why Google redesigned its logo is so that no matter which device you’re using, big or small, the company’s logo is distinct and easy to read. This explains why Google chose a sans serif font—the simpler lettering scales better to smaller sizes.
The new wordmark is also supposed to be easier for Google to display on low-bandwidth connections. Google’s existing logo was about 14,000 bytes, but this new one is only 305 bytes! The Verge explains that since Google’s new CEO, Sundar Pichai, wants to reach areas of the globe that don’t already have Google or advanced technology, the new logo makes this goal more realistic. Fortunately, Google was smart enough to consider the company’s future plans and long-term goals when designing its new logo—a strategic thought process that all companies should adopt when rebranding. This forward-thinking approach highlights the importance of considering the broader implications of a rebranding strategy.
Staying in Touch with Industry Trends
The most drastic change to Google’s new brand has nothing to do with serifs or browser icons. In fact, the biggest change Google made is that its logo is no longer static. In certain instances, you will see Google’s new logo become animated and responsive. For example, when you call Google into action on your smartphone, the Google letters come alive and transform into four energetic dots that dance to your voice just as an equalizer would. Then, once you’re done talking, the dots dramatically spin as Google works to fetch your results.
This dynamic logo shows an effort on Google’s part to showcase the company’s industry knowledge and tech savviness. See, Google understood that if it didn’t show consumers that the company is staying up to date in its industry, its image as an industry leader would suffer. By adding animations to its logo, Google knew it could better preserve its spot as an industry leader in the world of technology. It also sends the message that Google plans to evolve with technology instead of remaining constant and falling behind as a result. This reveals the importance of adaptation—businesses need to adapt and grow because as the world changes, consumer behavior changes. Google’s rebranding strategy is a perfect example of how staying current with industry trends is crucial for maintaining relevance and leadership.
Embracing Modern Technology
In today’s digital landscape, it’s crucial for businesses to integrate modern technology into their branding strategies. Google’s rebranding strategy included making their logo more versatile for various digital formats. With the rise of mobile internet usage, responsive design has become essential. Google’s new logo adapts seamlessly across different devices, ensuring that their brand remains recognizable and effective no matter where it appears. This approach not only enhances user experience but also reflects a forward-thinking mindset that businesses must adopt to stay competitive.
Leveraging Data and Analytics
Google’s decision to rebrand wasn’t made on a whim; it was backed by extensive data and analytics. By analyzing user interactions and preferences, Google was able to design a logo that meets the needs of its diverse audience. This data-driven approach is a key component of Google’s rebranding strategy. For Visionary Victor, leveraging data can provide valuable insights into customer behavior, preferences, and trends, enabling more informed decisions that drive business growth and innovation.
Final Thoughts
After digging deep into Google’s rebranding strategy, it became obvious to me that the company made the right decision. By carefully thinking through its rebranding process, Google is now the proud owner of a strategic, stable, and savvy new brand. If you aren’t sure how to create a strategic brand like Google did, StringCan Interactive can help! Message me or comment below if you want to learn more.
“What lessons can you take from Google’s rebranding strategy to enhance your own business’s brand?”
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