REBRAND OR REFRESH?
World recognised search engine, Google, has recently undergone some change. You may ask, why on this earth, would a company that last year made over $14 billion and employs over 57,000 people across the world, think they should change their logo? They must be doing something right and don’t really need to change anything, surely?!
Not necessarily. Sometimes refresh is important – perhaps your business has had a change of management (in the case of Google, this is exactly what happened – Google is a part of a new holding company called Alphabet), or perhaps a particular element of the logo is dated and not reflective of the current times, your product or service offering?
It’s important to recognise when your brand might be ready for a refresh, rather than a complete re-brand and to ensure that you only change when completely necessary.
Let’s look at the changes Google made to their logo and discover the very specific reasons why they decided to forge ahead with a refresh, rather than a rebrand.
- Google have dropped the Serifs or in layman’s terms, the ‘little tails’ on letters in some typefaces, in a bid to appear simple, uncluttered, young and contemporary.
- The simple lettering is supposed to scale better to smaller sizes, making the wordmark more distinct and easier to read.
- The simplistic design also means a smaller file size and ability to display on low-bandwidth connections. The new logo is "only 305 bytes, compared to our existing logo at -14,000 bytes,” said Google. As one of Google CEO Sundar Pichai's big goals is to bring the internet — and Google — to areas of the world that don't already have it, that size difference will end up being quite a critical feature.
- So as you can see, it was definitely a well thought out and strategic decision to make change, in order to reflect the position of the organisation as it is today. Google are one of the most recognised brands in the world and they’ve ensured the changes they make are for very specific reasons.
It does spark the question in the minds of business owners and consumers alike – is your brand and logo in need of a refresh?
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This brand new brand was the result of a focused collaboration with dms CREATiVE, aimed at reshaping the existing brand identity to better align with Verax's ambitious goals.
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