“The mantra for most strong, successful brands is consistency, consistency, consistency”, says our Creative Director, Richard Bland.

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When a client comes to us slightly bored with their brand colours or font, you have to reassure them – for customers, consistency means loyalty. A change in course to help communicate a transformation in the business or sector is critical. However, a change for the sake of it can often be regarded as a sign of weakness or indecisiveness.

Over the past 17 years, Google has become a major part of our day-to-day lives, even earned a place as a verb in the Oxford dictionary. Equally, this new, simple logo will become even more ingrained in our daily lives, with the brand appearing on everything from your desktop to portable screens and even the dashboard of new cars.

The new Google brand released on 1st September reflects the evolution of the brand in line with the pace of technology; a very relevant change for such a key player in the progression of our digital world. Originally designed for the single desktop browser, Google now works across all the digital platforms you can think of. It has said this new and simplistic brand development is being used to show that not only are you using Google, but how Google is working for you.

Is this just reflecting the brand story of change and development that Google has achieved with Internet and technology so far, or is it also signifying the beginning of something new, something bigger? Google has explained that this won’t be the last brand change, but we feel this brand evolution is like Google is telling the world ‘we’re ready’.

“We think we’ve taken the best of Google (simple, uncluttered, colorful, friendly), and recast it not just for the Google of today, but for the Google of the future.”

- Google’s official blog.

Take a look at Google’s video that shows the evolution of the Google brand from the simple desktop to today.