Google’s logo is child’s play
The easiest way to understand what makes a great logo is to name the first handful that spring to mind. I’ll give you a few seconds.. Let me guess, at least one of them was Coke, Nike, McDonalds or Apple? Clear, curvacious and primary in colour to a man.
So, when Google unveiled its new logo this week it shouldn’t have come as a surprise that one of the world’s most familiar brands chose to adhere to the golden rules of mass branding – make it simple, make it familiar and make it safe. Yes, Google is an innovative organisation, increasing using its data supporting prowess in the fields of healthcare and technology, but when it comes to creating a logo that is universal in its impact, the world’s leading businesses know how to evolve without frightening the horses.
Do I like it? Not particularly. Does it excite me? Not at all. Does it feel part of the fabric of my every day digital life within days of its arrival? Absolutely.
Impressing and intriguing the public are all great ways to excite the public about your brand, but smart organisations know that you achieve that through your activity and your behaviour, not through your most constant asset. Of course there are pleasing examples of when confidence and creativity combine to produce winning logos, such as in the case of Roger Federer’s elegant, golden and utterly classy branding. While we’re on the tennis court, I have to say that Andy Murray’s logo is far too hard edged and ‘1980s boy’s bedroom computer font’ for a world-class champion, in my mind.
Google have most definitely missed an opportunity creatively, but they are far from daft. They have moved away from the typesetting serifs of their former identity, formed at a time when the printed press still ruled as an information source and search engines were still having to prove themselves as a viable alternatives by almost mimicking the visuals of print. Google has now fully aligned itself with the world’s brand classics – timeless, transferrable and instantly recognisable. Job done.