With the Google logo redesign that was unveiled yesterday, it got us thinking — how often should you refresh your logo?
If you look at Google as a case study, they’ve employed a similar, basic font in the four primary colors on a white background throughout their 17-year history, with subtle reworkings every couple of years since 2010. There is a bit more interest in their logo because, well, they are the world’s leading search engine, with more than 40,000 search queries a second.
Their long-running history with Google Doodles — the 50 to 90 doodles or animations that appear annually for holidays or special remembrances, in exchange for the usual logo position — has only increased interest about Google’s branding.
Typically, a logo redesign is wrapped around a new product offering or service, and Google’s update is no exception. Last month they announced a corporate restructuring and the launch of their new parent company, Alphabet, and Google apps continue to be added or updated, such as Google Classroom, Google Drive and Google Earth. The logo shift was meant to highlight the wider range of devices that use its services (it’s not just desktop computers and mobile phones anymore!), and with that, the increased opportunities for input (tap, type or talk).
“Today we’re introducing a new logo and identity family that reflects this reality and shows you when the Google magic is working for you, even on the tiniest screens.” — from their official blog.
Gone are the serifs, for increased legibility on tiny screens such as watch faces. And more notably, the logo will be animated, with four colored dots morphing into the Google letters.
Julio Naudin, a longtime marketing professional and artist who has designed hundreds of logos through the years, says, “You shouldn’t change your logo, but your logo should evolve. Even classic logos morph through the years and maintain the essence of the original design’s spirit.”
The same can be said for website copy and design.
With the rate at which technology changes, companies must constantly evaluate their messaging over evolving platforms and delivery devices, in addition to upping their website security efforts. As this process occurs, ideally on an annual basis, companies would be well served to update their web design annually as well.
Shift Key CEO Jan Risher said, “I’m not suggesting a major overhaul each and every year, but evaluating content and keeping it current is critical. Beyond that, total redesigns have to happen, too. Yes, they’re painful and require a lot of work, thought and decisions. However, the bottom line is that if more than two years have passed since your organization launched or redesigned your website, the time has come to start the process.”
No time or resources to conduct your website audit, redesign or logo facelift? Give us a call. We employ a team of writers, designers and marketers that can make the process relatively painless.
At Shift Key, we make communication capital. We are journalists who know how to create original content, the foundational layer of digital marketing. We understand audience and the information your audience wants — whether you are an agency, brand, company or non-profit. Content is the bedrock of digital marketing. Shift Key creates unique and informative content that feeds marketing activities across a mounting number of channels, generating buzz for brands and leads for products and services.