Is Google’s latest logo redesign about to set a new trend?

Written on 12 October, 2015 by James Baylis
Categories: Web Design & Content | Tags: branding, design, google, logo

When global brands change their logos, the world takes notice. After Airbnb changed its logo in 2014, users around the world reacted with both praise and criticism. When Starbucks changed its logo in 1992, it became so synonymous with the idea of a coffeehouse that many other brands followed suit.

In short, a logo change is not to be taken lightly. That’s why when, after 16 years, Google unveiled its new logo, the world analysed, responded and – most importantly – wondered what it meant for the future of the company, and for other brands worldwide.

Ushering in a new era of Google

Google’s new logo still uses the company’s main colours – blue, red, yellow and green – in the same order, but the traditional serif typeface has changed to a bold sans-serif. Google has also launched a new icon (a four-coloured ‘G’) to replace its blue icon, and has integrated the four Google colours into its symbols for a microphone, talking and typing.

On its official blog, Google said the change was made to adapt to a technological landscape where people access multiple platforms, apps and devices in a single day. While Google’s previous serif logo was designed for a time when desktops were the only place where the search engine was being used, Google’s new logo is designed to help the company be easily identified no matter what screen you are looking at – be it mobile, tablet or desktop.

What does this mean for businesses?

As the world becomes increasingly mobile and our user experience spans multiple devices, Google’s logo change was inevitable – particularly for a company that needs to maintain consistency across multiple platforms and products.

Google is not the only online giant that has updated its logo for the new digital landscape. In recent years, brands such as Yahoo and Facebook have also opted for bold sans-serif designs to ensure their logos have maximum readability and scalability on all devices.

For businesses, Google’s logo update is a reminder of how user experience is changing in a mobile-first landscape. As brands start to launch new mobile websites and apps, it’s critical that logos are visible no matter the size of the screen.

Should you follow suit and redesign your logo?

Google’s logo change will spark many businesses to consider how their logo is seen across devices and platforms. While this move is one that many other brands will echo in the coming years, there is a right time to implement a logo change – and it’s not necessarily the same for all brands.

If your business has a responsive website or app that clients use to access your products or services across multiple devices, now is probably the time to consider evaluating your logo to see how its readability stacks up across platforms. However, if your business is still playing catch-up and doesn’t have a mobile website or app, your investment may be better spent creating a seamless user experience across mobile, tablet and desktop platforms and then considering the finer details such as your business logo.

Contact WebCentral to learn more about optimising your website and user experience across devices.