Searching Out a New Look
You may have heard by now — probably not though — that Google unveiled a new logo this week. Generally when something new happens to a major brand (hello, New Coke), reactions range anywhere from mild disgust to out-and-out loathing. That being said, I have a hard time believing this creative leap will have anything but a positive effect on users. It’s a playful, san-serif, departure from the stodgy version in play since 1999.
Switching from serif to sans-serif fonts in logotypes is nothing new. Delta Airlines ditched the serifs in 2007. Arby’s, they of the 10-gallon hat logo, jettisoned their western-themed font in 2012. Personally, I enjoy seeing the Century Gothics and Futuras enter the visual mainstream. It makes me think of new, fresh, progressive. Conversely, I envision legions of typesetters and letterpress enthusiasts balling their fists and screaming to the heavens, “Why? There are so many beautifully ornate fonts out there. Don’t hate on the squiggly!”
What I think is most powerful in all of this is that — to 99% of the population — this won’t move the needle one bit. Google has positioned themselves as the information leaders of the universe, possibly further and since 1998, they’ve tinkered with the logo as many as 2000 times. Known as Google Doodles, they’re the seemingly daily variations celebrating everything from Christmas to Lee Tai-young’s 101st Birthday. (I had to look that one up. I used Google.)
It’s refreshing that a mega-operation has the internal fortitude to play around with their corporate mark. Not many CEOs have the vision or the gusto to know they’re on top, will be for some time, and let’s go ahead and have a little fun with it. People will forever put leftovers in Tupperware, reach for a Kleenex, and pop a few asprin even though it’s very likely they’re using another brand of product. Few are the brand names that turn generic in our vocabulary.
The difference here is that when you’re googling something, you’re probably using Google.
So when it’s time for you to retire the same brown lace-ups you’ve worn since the Bush 41 era, you should feel empowered to march into the shoe store and change it up a little with the slip-ons. Titans of industry have paved the way. Don’t forget to Google the address first.
