If you’ve used Google to search for anything lately, you may have noticed it looks a little different. That’s because, for the first time in five years, Google decided to refresh its logo. While the new design isn’t a complete overhaul, it’s different enough to make most users do a double take. See for yourself:
(Old logo on the left; new logo on the right
The Google logo has always been simple, friendly and approachable. The new logo still embodies those ideas, but takes them a few steps further. In the new version, Google ditched the serif (those tiny lines at the end of each letter) for a smoother, more modern shape. The primary color scheme is the same, but the hues have been brightened. And in Google’s other apps, the little g has been replaced with its uppercase counterpart – perhaps as a symbol of Google’s desire to take over the whole Internet. (Just kidding. Kind of.)
While some people have lamented the new logo (it turns out that little g had a large number of loyal fans) most people like the updated look. Even though Google is a massive, powerful and well-known company, it still saw a need to refresh its logo and improve its brand. If there’s a lesson to be learned from this, it’s that all of us, no matter what kind of organizations we run or how great our current logos may be, should take a close look at our own brand identities and see if and how they can be improved.
At Sage Island, we believe that your logo is an integral part of your brand identity, which means you shouldn’t update it too often or without good reason. Doing so will only breed confusion and distrust among your audience. You want an image that connotes trust and confidence, and part of that comes from consistency. That doesn’t mean your logo is a one-and-done situation. It took Google five years to roll out a new design, and it will probably be another five years before we see another change.
So how do you know if it’s time to redesign your logo and get yourself a new look? Here are five signs that the time has indeed arrived.
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The 2023 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.