Google Logo Etiquette
I know planners can be rather an odd bunch, I guess it’s our natural curiosity and wish to collect and compare things; ideas, information, insights etc.
I use Google every day, like most of you I’m sure. But I actually check Google for its branding every day. Doesn’t that sound a little odd? Well, here is the reason. As Google don’t advertise, their logo branding is even more important to their business.
Google use their logo to participate in the celebration of different events and anniversaries that resonate with consumers. As well as marking some events internationally, they also celebrate holidays, sporting events and anniversaries more locally.
They adapt their logo to mark events, but what you may not have noticed is the logo that appears in each country may be different for the same event. This is particularly true for sporting events where Google wishes to give the impression they are supporting your local team. A visit to Google sites across the world during the Rugby World Cup in 2007 revealed Google logos coloured to indicate support for different countries. The logos shown here are for France, England and South Africa:
In this example, when France were knocked out of the tournament the logo reverted to the normal Google logo and the rugby final was never celebrated by Google in France. Presumably Google find supporters so sensitive to defeat that it would damage Google by continuing to celebrate the event once a country is knocked out of a major tournament?
The World Cup was also celebrated by team coloured logos for football in 2006. Here are examples from Brazil, China, Italy and England:
Some international events are also marked with a single logo adaptation. These share the same logo across multiple country-specific versions of Google. Some of the holidays celebrated have more of an American influence, but are increasingly becoming popular in other countries. Halloween is a good example of this. Here are examples from between 2003 and 2007:
The logos shown during Christmas and the festivals that fall around what the Americans refer to as the Holiday Season go out of their way not to offend anyone’s religious beliefs while tenuously trying to imply Google are there celebrating with you.
The only visual element consistent here appears to be the use of a ribbon or bow, presumably to indicate the idea of the gifting season common across many religions and cultures in December each year. But the general themes show the preparation leading up to the celebration.
Anniversaries for culture play a regular part in the Google event calendar. Composers, Writers and Artists form a recurring theme celebrated on their key anniversaries. examples here are from Mozart, Miro, Dahl, Conan-Doyle and Munch:
Google also mark scientific and cultural landmark events. Importantly these cover the serious and the fun, so the brand doesn’t become too dull. Here are examples celebrating Yuri Gagarin, Poppy Day, Braille and Lego:
On the 27th September 2008 Google will mark it’s 10th Birthday. It is a global superbrand and one of the most dynamc digital businesses in the world. Partly this has been through their commitment to R&D – both through Google Labs and the acquisition of new talent and companies.
It’s been an amazing decade for the company. I’m sure the way Google communicates it’s brand will continue to evolve and become more personalised as well.
Filed under: Blog Post | 6 Comments
Tags: Brand, Google, Logo