Google changed logo should you?
Google has updated its logo. Already I am missing the more fireside-friendly, cosy in warm slippers look of the previous logo.
It looks too harsh, too simple. And yes it is true, it is. They have gone for a sans-serif face which means it is a font without the little twiddly bits at the end of the letters. (Sans is just the French word “sans” which means without but said in an English way – sounds like “sands” but without the “D”.)
Why have Google updated their logo?
They say it is because it was first developed for print … waaay back before the dominance of mobile or even the internet. The new logo is faster to upload (fewer bytes) and is more appropriate for the current internet climate.
So they have also focussed on smaller icons, which can be used as thumbnails and will work on the smaller screens for smartphones and tablets. They have kept the same distinctive colours so the overall look is recogniseable.
Did you notice the previous update? Probably not because the changes were far subtler. This move to a sans serif face will be noticed more. And disliked more.
But familiarity breeds not contempt in marketing but acceptance. I am sure soon we will all forget about the old one as we increasingly see only the new one.
Should your small business change its logo?
Recognition of your brand is so important, and you want to think carefully before introducing change. The most seamless change will be a subtle upgrade which makes an improvement but is recogniseable. Best to avoid a complete change unless it is necessary and a real gain all round.
Taking your lead from Google you want to be sure the logo works well on mobile. So it has to upload quickly and be distinctive. The days of very complicated logos are numbered.
Graphics have taken over the jobs that plain ole text used to do previously. Plus these images are relatively simple. Some kind of icon could become your new logo or stand for the essence or benefit of your brand to the customer.
Allow for a transition time for people to get used to the new look. You could involve your customers in the process – they might like it, but certainly tell them about the process and generate some excitement.
Don’t forget that provided they see it enough times, they will forget about the old logo.