In a move seen as the biggest change the company has made since 1999, Google made some of the latest tech news by changing its signature logo. The former logo was a definitive six letter word ‘Google’ in their signature four colours – blue, red, yellow and green. They have retained the colours but added a little life to the word itself. The word goes through a transformation during an interface period for instance when one is still searching. They change into four dots and then unite into the capital letter G coloured in the traditional colours. A Google microphone where one can speak into instead of typing has also been introduced. There could be various reasons why the technology giant chose to make world news by going this way as explored below.
Keeping up to date with the gadgets
In its official blog, Google stated that the move was meant to reach the newest gadgets on the market. The former logo was intended for desktop computers. However, presently, there have been developments that have seen more sophisticated devices such as tablets, phones, watches and other wearable gear developed. The move is meant to reach these as they are mostly smaller than the desktop computer that the logo was previously intended for. The lower single letter G is more appropriate for these devices that have much smaller screens compared to the large desktop screens. The overall goal is to increase Google’s visibility even on the smallest platforms.
The liveliness of the logo is seen as a move to improve interaction with the users of Google. As they said when unveiling the new logo, it is meant to show that it is not simply a case of one using it. It is also working for them. For instance, the three dots would show you that a search is ongoing in the background although you might not see anything on the screen. The Google microphone has also improved the user interface. Some of the newest tech gadgets are also the smallest, for example, watches. It will come in handy for users of such gadgets.
Keeping up with the peers
It is probably not the latest tech news in the tech world as it has already seen such changes. Google is joining peers who had gone before it such as Facebook which changed its logo in July 2015. Of importance to note, however, is the fact the reasons for the change seem to be the same across the board. These reasons are reachability and visibility. There is a general clamor in the tech world to be more visible and to reach as many devices as one possibly can. Having smaller more visible logos is one of the ways to achieve this as the latest tech gadgets are smaller.
Typefaces have been making world news of late. The Sans Serif is the de facto font of choice for most of the corporate brands. The reason for this is because it is said to be a bit more modern than the others. It is also a bit more playful. It is particularly important because most companies are trying to lift the all-too-business face to a more inviting aura for its clients. Google has gone a little out of the norm and introduced a new playful typeface known as ‘Product Sans’. The typeface has been likened to the simple printing of a child’s grade-school book. As stated by Alen Adamson, chairman for the North America region of Landor Associates, a branding firm, Google was trying to be friendlier and more approachable. He said that Google was going the Sesame Street way.
Just months before Google changed its logo, it made world news by announcing a major restructuring. A new CEO was introduced while the co-founders, one who was the former CEO, shifted to a new and larger holding company known as the Alphabet. The company is also moving away from its traditional web-based products to other more ambitious endeavours such as the extension of human life through Google Research lab and Calico. They are also changing their financial structure by having all the shares that were previously traded under Google traded under the new parent company, Alphabet. All these changes in short spans of time have seen Google be constantly on the world news. It has had a positive impact on the company by driving up its share price.
It is part of what they do
The Wiseman said that the only thing that is constant was change. As stated in their official blog, this is not the first time that the company is changing its logo and is likely not going to be the last time that it happens. However, this is the first time that a change in their logo has become one of the biggest tech news. They deservedly stole the world news as the company said that they put in so many resources into this change. The effort began with Google designers convening in New York in a bid to come up with a new logo in a week long sprint. There are many other logos that did not make the cut.