I’ve always been fascinated by how simple the Google logo is, almost like Serge and Larry typed it out one night and coloured it in with crayon. Reminds me of the anecdote about Steve Jobs telling his team if they could not come up with a good enough name for the company he would simple call it Apple!
I find the analyses of Geoff Cook below very salient though, because however we end up with name or a logo our visual identity journey only begins there. Many companies spend so much time navel gazing about names and logos that at the end of the process there is very little budget or will left to really make it work (repetition, branding, decor, values) as the subliminal graphic short hand that is supposed to help your market and staff remember who you are and what you do.
“What is clear is that the new identity is not about a logo but rather a smart system–a visual language–that enables us, the users, to connect the dots across the Google ecosystem. With the advent of Alphabet and the promotion of Sundar to CEO, Google now stands for product, and the new visual language will make for a more seamless experience from desktop to mobile.” GEOFF COOK AND MIN LEW, PARTNERS, BASE DESIGNRead Article Here