Rebranding for success

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We’ve been in this industry long enough to know that everything Google does sends ricochets throughout the digital marketing world. And, as the past month has shown, even a simple logo redesign has caused shockwaves for the search engine giant.

The logo’s release had many people talking on social media, both positively and negatively.

In fact, some of the more extreme comments suggest a major change has been made to the design, which — quite frankly — isn’t the case.

Google’s rebrand goes beyond selecting an off-the-shelf typeface. The brand has plucked for Product Sans, a geometric sans serif typeface which was created in-house. Described as simple and humble, Product Sans was designed to not overshadow Google’s core offerings.

The rebrand is three-pronged: the Product Sans logotype, the four coloured dots and the stand-alone Google ‘G’. The design of the ‘G’ is an important step, as it can be difficult for a company to be associated with one singular letter, showing the seemingly limitless brand power that Google has.

The new logo tells us that Google has grown up and is constantly developing. It’s part of more coherent look, tying together search, maps, email, shopping, technology and cars under one forward-thinking visual brand.

Of course, companies rebrand and alter their identities on a regular basis, doing more than keep geeky, type-obsessed designers in a job. Whether it’s a simple modernisation, a name change or a full-scale rebrand, rebranding is an important event for any business in any marketplace, although changes can go unnoticed by the vast majority of the public.



When Yahoo finally announced their new logo to the world in September 2013, it was pretty … well, bland! After around 30 days of different versions emerging on-site, the final version was somewhat disappointing to the say the least. The exclamation mark had been tilted nine degrees and the logo featured a thinner, sleeker typeface.



eBay changed their logo in October 2013 as part of a wider rebrand. The playful overlapping identity was removed in favour of a sleeker and thinner typographic logo — Univers for the font fans amongst you. The original colours remained the same, which aided the continuity of the previous incarnation.



Facebook updated their identity in early June 2015, dropping their previous branding for something that seems pretty similar on the surface. In an attempt to appear friendlier, the
brand changed their logotype from custom typeface Klavika to a custom wordmark created by their in-house design team and typographer Eric Olson.

In all of the above identity changes, the constant is a sleek, clean and respectable typeface.

Rounded serif typefaces are used to promote each brand as friendly and trusting. That’s why rebranding is so important — it gives you control of how you want your brand to be perceived, helping you to attract a whole new audience to your services.

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