Thanks to Ben McConnell's post on Church of the Customer (originally published on imediaconnection.com) for the lead on this one
How many times has a creative concept died on the table because it runs aground with the client's brand cop? Too often.
So why is Google's "shape-shifting" logo such a success? Because its mercurial character reflects the company's values and helps connect the company to the community and its users. It's the product of Dennis Hwang, whose latest variation (pictured above) honors the birthday of French national hero Louis Braille (January 5th).
I agree with Ben McConnell's opinion: "Google has carved out a unique, and well-known, space for itself in the online industry. It can take liberties that other brands might not."
He concludes that "Google’s Gumby-like logo is a reflection of three things:
The company’s attitude toward fast innovation.
The times, whether it’s to reflect Halloween celebrations, Earth Day or Korean Independence Day. The Google logo is something of a meta calendar.
Its audience. Google’s logo is also a shape-shifting ambassador. The Braille version is a wonderful acknowledgement of an important audience."
This strikes me as an inherently Open Source approach (and a welcome one at that) to the traditional sacred cow of corporate identity. But it's not a tactic many companies could get away with - from the consumer's perspective imagine the needless cacophony of a world clogged with ever-changing brand identities. David Wilkie comments further: "At what point can you throw your image out the window in an effort to foster awareness of one thing or another? At only one point: when you rule your industry and don't give a care in the world what other people think."
I think it works for Google because the logo is a relatively minor part of the company's overall identity. Users most likely associate the home page's simple UI and liberal use of white space much more closely with the brand (I don't have data on this, I am guessing). The logo is thus (designers cover your ears for this part) more like a piece of jewelry or clothing - which can easily be changed without disrupting the overall effect.
Regardless, hat's off to Google for offering its users yet another reason to love it.
Ben's original post is here
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