Is your logo feeling a little tired? Major brands like Google are constantly showing us how renewing your logo can revitalize a brand. And others, like The Gap, show us how a bad logo revision can be detrimental to your brand’s image.
Over the years, Google has changed their logo many times, incorporating new colors, but mostly keeping the same font, until this year when they revealed a new font for their logo, and a new multicolored G icon to accompany it. In a blog post, the company stated they wanted to update their logo to match how people use the site today. It used to be just a search engine you would look at on your computer, but now people use Google from multiple devices in one day. Google now also has many more services than just a search engine at this point, with hardware like Android devices and Chromecast, as well as services such as Gmail, Google Drive, Google Voice and others.
Another division of Google, Google Ventures, has become part of Google’s new company Alphabet, Inc, and is being rebranded as GV. To go with this new identity, they’ve got a really sleek new logo. It has the Google G, but then a slash representing part of a V. This slash also cleverly represents a graph of the percentages of investments of the initiative in different industries.
However, what happens when a logo redesign goes wrong? The Gap fiasco of 2010 is a perfect example. They released a new logo and the people revolted. It probably seemed harmless enough when the ad executives and corporate planners were looking at it from the board room, but it really made people mad. They used the font, Helvetica, and a gradient square to the upper right of the word Gap. For whatever reason, the logo didn’t appeal to their target markets, and there was a public outcry against the new design, causing The Gap to revert back to the old classic of white words on a navy blue background.
So if you’re planning a logo redesign, keep it fresh and forward thinking. Go the way of Google, not the way of Gap.
There are no upcoming events.
© 2015 All DigitalApex. All Rights Reserved.