The mention of “Google” gathers knowing nods across
the room. Google’s popularity as an Internet-related services and products
provider showcases and cements the company’s brand as one of the biggest
technology companies in the world. Google is known for being innovative,
inventive and cutting-edge. Recently, Google became the talk of the town when
the company decided to change and redesign its logo.
The revamping of Google’s logo may seem insignificant
to some, however this move is more revolutionary and forward-looking than one
may think. As Public Relations comes hand-in-hand with branding, here are some
insights that we can learn from Google’s redesigning of logo, as written by Justin Bariso.
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| Source: www.designorate.com |
A new era, a new logo.
Google,
the company that has become the key to information's front door, has changed
its logo a few weeks after it introduced a major restructuring through their
new parent company, Alphabet.
Google’s
new font, known as “Product Sans,” is the same used for Alphabet. Here's
a link to the
blog post announcing the change, and the video that
accompanied it.
So, what
can you learn by studying the most progressive company in the world?
It’s truly
amazing to consider what Google has accomplished over the past 17 years. What
began as a research project by two Stanford PhD candidates has evolved into a
publicly traded company with over 50,000 employees.
But the
sum is greater than its parts. Over the years, Google has transformed the
world: It made encyclopaedias obsolete, revolutionizing the fields of
translation, communication, cartography, mobile technology and the Internet
itself.
Here are
three lessons you learn from Google’s redesign:
1. Don’t be
satisfied with the status quo.
Google is one of (if not the) most progressive companies on the
planet. It's constantly striving for better.
The reason
for the redesign wasn’t just to achieve a more modern look.
As the
mobile movement continues its rise, Google (and others) acknowledged that
certain fonts, specifically serif fonts, are more difficult to read on smaller
screens. Users can read Google’s new logo equally well on watch faces, mobile
devices, laptops, or smart TVs.
It’s
one more step in the staircase of progress.
Lesson: There’s
always room for improvement. Schedule time to examine what you’re doing right,
and analyse what you’re doing wrong. Then, work to better yourself.
Google
doesn’t get complacent. You shouldn’t either.
2.
Not
everyone will like it.
A quick look at the comment thread of Google’s official blog shows that not
everyone likes the new design — but that doesn’t matter.
Consumers
are extremely important, and their opinions should be respected (You are
designing for them, after all). But people, in general, are resistant to
change. You must make decisions based on what’s important to you. Others will
adapt.
Lesson: Respect
your users, customers, team members, and colleagues.
But define
your core values, and let those dictate your decisions. If you believe strongly
that it’s time for a change, go for it. Don’t look back.
3.
Simplify.
If you observe
the evolution
of the Google logo through
the last 17 years, you’ll begin to notice something: It gets simpler.
That’s
nothing new; the current logos of some of today’s most iconic brands—Nike,
Starbucks and Apple—are simpler than the originals.
The great
artist and inventor, Leonardo da Vinci, put it best (over 500 years ago):
“Simplicity is the ultimate sophistication.”
Anyone can
take something simple and make it complex. The smart ones work on doing the
opposite.
Lesson: This goes
beyond the world of design: Whatever your line of work, look for ways to
declutter, streamline and simplify. It will make life better for you, and those
who work with you.
Cheers,
Ru Jun
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