Should your brand “do a Google” and change its logo?

September 4, 2015

If you’re the type of person who doesn’t like change, you probably felt a pang of panic when you switched on your computer this week. Were your eyes going funny after the long Bank Holiday weekend, or had Google changed its logo? Admittedly, it’s not the biggest re-branding I’ve ever seen, but it’s enough to get people talking – mainly about the reasons behind it and what others can learn from it.

The logo, although sticking with the same colours, has probably undergone the most notable change since its last redesign in 1999 (anyone remember Google when it had an exclamation mark at the end?!). Generally, the new font has received positive feedback – it is clean, simple and modern, but manages to retain the friendly, playful, non-threatening and approachable style the company has always had (despite being an all-powerful Internet giant). The change also links Google with its new parent company, Alphabet. 

The main reason behind the change, however, has to be that Google wants to ensure it is optimised for the mobile era. The new typeface (sans-serif) is easily scalable and shows that Google is trying to be more responsive to the way the Internet works today. The single-letter icon is now a multi-coloured capital ‘G’ – which I personally think looks great.

Generally, brands change their logos to keep up-to-date or because their old logo no longer portrays their company accurately. Change can also draw attention to a brand. Sometimes it works, sometimes it doesn’t. Does anyone recall Gap’s all-new logo a few years ago? Gap probably hopes you don’t; they swiftly changed it back. 

Somehow, I don’t think Google has made a mistake, though. What do you think of the new logo? Has it prompted your brand to have a similar revamp?

Jessica Ellis - Business Development Director

Photo credit: GongTo/