How one identity changed the industry forever
Much has been said about Googleâ€™s activity over recent weeks. From the restructuring of the corporate architecture with the creation of Alphabet to the refreshing of the Google identity. Itâ€™s fair to say that the tech giant has been busy!
I should probably start by saying that when I first saw the new Google word mark, I didnâ€™t â€˜likeâ€™ it. I thought it looked immature and unsophisticated.
However, having had time to understand the full system they have created as well as the process they went through itâ€™s fair to say I have taken a big U-turn and changed my mind. The level of craft and consideration that went it to the new system is exemplary.
The new system is a comprehensive evolution and shines a light on a new era of brand application. It has been perfected for serving the digital generation, complementing the functionalities of multiple screens, from mobile devices to wearable technologies.
In creating the new system Google has defined the future for brand design. No longer is a corporate identity solely for static use on signage and stationery. With the proliferation of digital media comes new and exciting ways for businesses to communicate to their audiences. All of this new media also means that there are a number of ways, shapes and sizes your brand needs to be applied and recognised.
Google has thoroughly considered the many touch points they have with their audience and have crafted a beautiful execution of the brand specific for each of those touch points. But not only that, each application has a unique function beyond being a simple identifier.
The dots for example, donâ€™t just to tell you that youâ€™re using Google; they animate to communicate specific functionality like listening, thinking and confirming. They spiral into a four-colour G that brilliantly represents the full logo on the tiniest of screens. This highly dynamic and scalable approach paves the way for the next evolution in branding, one that reflects the shift to the digital age.