Google: the brand behind the logo

Behind every logo is a brand trying to reach out to customers. Since a designer’s job is to help a company unfold its potential, one hires the best designer one can afford when developing the identity and logo. A good designer can raise a logo from “packaging” to long-term brand performance.

Wired’s How Google got its colorful logo describes the iterative steps taken by Google’s founders and their designer to work out the current Google logotype. The step-by-step details are fascinating. Through design, the brand behind the logo emerges front and center.

A brand identity with a customer context

Sergey Brin and Larry Page knew what they wanted in the Google identity, but weren’t sure how to express it. The different design iterations helped birth a Google brand identity with a strong customer context. For starters, the logo/brand respects customers, by not getting in the way of doing a search. Second, the generous white space on the search page sets off the logo, and invites customers in. That big white space is customer space. Third, the vivid colors announce that this is a space for human expression—where Google and searchers team up.

Room to grow the brand

Of course, the Google logo itself doesn’t make Google search any better. You need sharp engineers for that. What it does do, however, is provide room to grow the brand. The design helps make the Google brand friendly, relaxing, inviting, unpretentious, fun and productive, so that Google connotes discovery and opportunity, never “work.” Long-term, this can set an engaging tone that makes adding more Google apps and services to one’s life easy, or maybe even automatic.

And then there are Google Doodles.

Logo: Google
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