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Are you loving the new Google?

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Google has unveiled yet another makeover.Catering to its presence on a growing range of platforms whether it be on desktop, apps or devices, the search giant has revamped its logo and introduced an "identity family" for the Google brand.Tamar Yehoshua, VP, product management & Bobby Nath, director of user experience from Google said in a statement: “As you’ll see, we’ve taken the Google logo and branding, which were originally built for a single desktop browser page, and updated them for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type and talk).”Google is also rolling out different versions of its logos across its various products to make its tools more user-friendly. For example, new elements like a colourful Google mic has been integrated into the apps to help users identify and interact with Google whether you’re talking, tapping or typing. In addition, the little blue “g” icon has been replaced with a four-color “G” that matches the new logo.Dominic Twyford, country director of Landor, said that this may be part of an emerging trend of brands and companies modernising their look to cater to the mobile age. He gives the brand refresh a thumbs-up."The brand is successful and has an iconic identity and colour palette that works, so there is no need for radical transformation, the new san-serif font is simply a more modern, friendlier interpretation," Twyford said."As ever, people will react immediately and the new identity will polarise opinion, some will like it and others will hate it.  Crucially, Google who are one of the original 'agile brands’ has an agile identity that can work easily and efficiently across multiple platforms. The brand can now adapt across all experience touchpoints," he added.Meanwhile Graham Hitchmough, CEO of South and Southeast Asia of Brand Union also added that Google is one of the very few organisations in the world that through sheer scale and omnipresence can "rip up the rule book and make almost any branding scenario stick.""As it is, Google has come up with a solution that is charmingly simple in its intent and execution and that is, presumably, laying the first building blocks of a design syntax that will inform other elements of the newly coined Alphabet holding company," he said.According to Hitchmough, one thing that other brand owners can take away from Google’s lead is in its intrinsic inter-relationship between strategy and design: "And it's not just design as it applies to product and visual systems, but design as a powerful articulation of a brand’s vision, purpose and experience." This, he explained, is a critical means of competitive differentiation and a glue that can hold together and amplify the otherwise disparate elements of a  diverse and dynamic organisation.A GIF has been incorporated on Google's main site showing the old logo being erased and replaced with its revamped version: Meanwhile, here's a look at how the company's logo has evolved over the last 17 years:[embed]https://youtu.be/olFEpeMwgHk[/embed]“This isn’t the first time we’ve changed our look and it probably won’t be the last, but we think today’s update is a great reflection of all the ways Google works for you across Search, Maps, Gmail, Chrome and many others," Google said.Just recently, Google also underwent a huge reorganisation as it separated its highly profitable search and advertising business from its more experimental businesses. Its management has created a holding company, Alphabet Inc, that will manage all its businesses – including biotech and wearables businesses such as Calico, Nest and Fiber. Google itself will be a subsidiary of Alphabet, consisting of all its search and advertising businesses, also the largest and most profitable part of its business. 

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