Have you seen the ‘new’ or evolved Google logo? It’s been changed from a serif font (a font with a small decorative line added, like for example Times New Roman) to a sans serif font (a cleaner font without the small decorative line like for example Arial). They have also decided to say goodbye to the blue G icon and replace this with a four-colour G that matches the logo.
Why has Google decided to refresh their logo and brand identity? Isn’t it important to have a consistent look and feel that people can identify with? We all know the great example of the Nike swoosh which has been around since the early seventies, or even the Apple logo which has been changed very little since the late seventies.
Google is playing in a market that is changing rapidly every day and they are working hard to stay on top and in front of these changes. Once upon a time, we only used Google from our PC or desktop, whereas nowadays we are using Google more and more from different devices – from mobile phones to tablets to watches to laptops etc. Because of this the logo and brand identity need to work on even the tiniest of screens. Naturally a sans serif font works much better and is much clearer than a serif font. Google also believes that their new logo shows the best of them – it’s simple, uncluttered, colourful and friendly.
What can we learn from this?
We simply cannot ignore the influence of mobile devices anymore, as more and more users are using them, both in the consumer world as well as in the business to business environment.
Research done by CISCO shows that Australia Mobile Data Traffic will increase nearly 6-fold between 2013 and 2018. That is a massive growth which creates also a change in consumer behaviour. The CISCO research also shows that by 2018 Smartphones and M2M devices (machine to machine: connects machines, devices and appliances wireless to the internet) will dominate.
This means that when we think about our brand and also about any marketing we do online, we need to take this into account.
Don’t fall behind
Make sure that you are ready for these changes in consumer behaviour and don’t fall behind.
The three main questions to ask yourself NOW are:
1. Does my logo, look and feel, fonts and images work online (on small devices) as well as offline?
2. Does my website work on a mobile device? Is it responsive and easy to navigate, even on a small screen?
3. Does everything load quickly? Nowadays people want more and more instant gratification and don’t have the patience for a page a load.
If you answered no to any of the above questions, it might be time to review and see how you can make changes now to stay ahead and don’t fall behind.
Also, here is the Google video about the evolvement of their logo and look and feel. Enjoy!Tags: branding, digital marketing, Google logo, online marketing