In this guest article from Moving Brands, the agency discusses its thoughts on Google’s new “playful” logo, and whether the brand has achieved the goals it set out to achieve through its revised identity.
Since 1999, the Google logo has been a constant in our online lives. The business has broadened organically from search into an internet behemoth that ranges from mobile software to self-driving cars. However, the playful colourful logo remained largely unchanged until this week, with its first major update in 16 years.
At first glance, the logo is friendly, childlike and simple. In its official blog post, Google has discussed its intention: taking the old logo and brand “which were originally built for a single desktop browser page, and updating them for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type, and talk).” Does this all come through in the final execution? The Moving Brands team thinks so!
MB’s creative director Jon Hewitt sums up our overall feelings: “It’s a little childlike, but so was the old Google logo. It feels more coherent, aligning to both the visual direction Google has been pushing towards in recent times, and to their new holding company Alphabet. As a global powerhouse, with a perceived soft centre, the logo does a good job of conveying that playfulness, without being too childlike.
“Because the logo is more than an identifier and becomes a guide that helps you understand the user interface, it’s a true moving brand. It will make a lot more sense as it continues to live, grow and adapt across so many new platforms”.
We were in agreement that its behaviour in animations and transitions is excellent. “It’s great to see Google investing not only in a logo, but in movement and behaviour giving it character that feels simple, playful and connected” explains Guy Wolstenholme, MB co-founder and creative director.
Ben Wolstenholme, co-founder and chairman describes the update as “Simple, smart, and fun. It feels modern but has kept its character. I like the moving world approach to small sizes, and the use of colour in iconography and UI/behaviour ”