Google has in many ways become a household name. Many people set their web browser homepage to the www.google.com and the word “Google” has entered the vocabulary of the English language as a verb meaning “online search.” Yet, the California-based global online search giant has decided that it also need something other than just the “Google” logo on its webpage to sum up the global influence the online company has attained in the recent years and to display the energetic, young character of the firm.

In the midst of the worry over receding economy, Google has quietly introduced a new pixilated mini icon to its webpage. No publicity event was held for the new logo’s introduction or was any media notified beforehand. Netizens simply noticed the new icon in their browser address bars when they logged on the Google site one day. The introduction was so low-profile that many netizens thought the logo existed before but was simply not noticed. 

Consistent with its image of youth, energy, humor, and technical intelligence, Google conceptualized visual identity of a company as something that can be easily, quickly, and frequently changed over time to adapt to a changing market. With the brand name Google already well-established, changing logos without any prior notice can help the firm display strategic flexibility through brand image change.

Indeed, Google’s quiet introduction of its new logo serves as yet another illustration of increasing importance of bringing to life brands through creative designs. The visual identity of the company should not simply be a complement of an unchanging brand name to emphasize the continuing tradition of a company. Instead, it quietly assists the brand’s shareholders to change or strengthen their perceptions about the brand either to maintain or increase market share for the company. All firms, especially in the fast-paced dot-com industry, must pay attention to the idea of a sublime yet subtle visual identity.

Source: news.bbc.co.uk