Google like to experiment with their iconic logo from time-to-time, but this time it seems it’s for good.
And the reason for this change? The way people now browse the internet of course.
In a blog post on their website, Google talks about how much technology has changed when it comes to how we interact with the internet at large.
And although it doesn’t give a specific reason why the redesign was needed, it does say that the new logo should better reflect the reality that: “Google is no longer a site you only visit on a desktop computer.”
More evidence then, if we needed it, that websites are now being designed with mobile users not just in mind, but as a priority.
The new, simpler lettering is believed to scale better to smaller sizes, making it more distinct and easier to read and it’s also supposed to be easier for Google to display on low-bandwidth connections.
Of course, not all re-brands are for the benefit of mobile browsers, some are to promote a new image, some are for one-off or special occasions.
But whatever the reason, it’s fair to say that a new logo can either make or break the public image of a large, multinational organisation.
So with this in mind here’s a look back at some of the more high profile, not to mention expensive logo changes in recent times, some successful, some not so.
London 2012 Olympics
Designed by London based brand consultancy firm, Wolff Olins, the company was widely criticised for this design, with comments ranging from “sloppy” to “unprofessional.” However, the company persevered and the final design cost was just over £1 million – making it among the most expensive sporting logo designs ever.
In 2000, British Petroleum replaced the strong logo that they had used for over 70 years with the current “Helios” logo at a cost of around £4 million in research costs alone and many more millions in implementing the change. The only element that was kept from the previous logo was the green and yellow colour scheme to represent the company’s green strategy. But an oil spill disaster in 2010, for which BP was responsible, provided the company with some rather awkward moments.
One of the biggest soft drink manufacturers in the world PepsiCo ordered a redesign of their logo in 2008, reportedly at a cost of around £1m. However, it drew much criticism, with some people claiming the logo change was a failure and a lost battle in the infamous war with Coco Cola and their timeless image.
British Airways was forced to re-introduce the Union flag to its entire fleet of 290 aircraft, just four years after embarking on a £60m experiment with “world images” that were widely disliked by many. The unpopularity of the designs forced BA to suspend the repainting process after more than half the fleet had already been given the new liveries – at a huge cost of course.
The BBC redesigned their logo in 1997 and the whole re-branding campaign cost the company over £2m. Being a global network, they believed that brand awareness is vital and that was money well spent. And in fairness, it has stood the test of time, because assuming the BBC continues to use this logo into 2016, it will be the image with the longest on-screen life to date.
Are you looking for a brand re-design? A new logo? Or maybe you want your website to be more visible on mobile devices?
Contact Webrevolve today by calling 0845 163 16 16.