The internet is abuzz with the changes made in Google’s new logo. Articles on why people hate or love it are all around the internet. I have personally loved the changes because it gave the brand an air of freshness (which every technology brand needs regularly), didn’t change its core elements and, most importantly, created a new visual symbol for the brand.
In my opinion, Google’s new logo gives the company something that it never had before; the shorter version, “the multicolored G”, which can be seen on the left side of an opened Google page tab. This multicolored G, in my opinion, is the most important element in Google’s new logo because it has the potential to open new windows for the brand.
Google’s New Logo : Why is the Multicolored G its most important part?
When a brand becomes successful it starts owning certain visual elements. Like Coca Cola owns the color red, Google owns the combination of its four core colors. However, owning a color (or a combination of them) as a visual element can be difficult in the global marketplace. For example, a number of brands in the Indian subcontinent also own the color red- which undermines Coke’s advantage. Just owning a color is never enough in a global scenario. That is why the strongest of brands had taken this to the next level by establishing a certain visual symbol which can remind the viewers of the brand without mentioning its name.
Those strong brands with highly recognizable visual symbols are not hard to find. For starters, there’s Nike with its “swoosh”, Apple with the “glowing apple”, and Mercedes-Benz with the “three pointed star”. These symbols not only act as identifiers of the brands, but also carry their brand personality & image. Whenever a person sees a Nike “Swoosh”, her mind instantly connects that symbol with Nike. However, this level of awareness and association is only possible when the brand has very strong mind share.
Almost every sports brand has tried to establish a visual symbol, but none of those symbols are as recognizable as Nike’s. Only when a brand remains consistent in its communication, has large mind share and multiple exposures, it can establish a visual symbol in a consumer’s mind.
Mind share and success have never been issues for Google. Google has gained the top-level in these two areas years ago, but the brand never had a symbol as strong as the
Mercedes-Benz Star or the Nike “Swoosh”. Google has already done everything a great brand does, starting from owning colors & creating a new verb (Google it), except one thing; owning the singular visual symbol that reminds the users of the Google brand without mentioning its name.
With Google’s new logo, they have the opportunity to establish that visual symbol. “The multicolored G” that comes with the new logo can be turned into that symbol. It is compact in size and has the core elements of Google’s brand. If used strategically and consistently, “the multicolored G” might become as strong an identifier as the Mercedes-Benz Star, if not stronger.
Time will say whether the company will use this “G” as its core and singular visual symbol. But if they do, Google’s new logo won’t just be remembered for changing its typeface and refreshing the image. It will be remembered as the first step the company took towards a new era.