At the beginning of September Google launched its rebranding with its new logo. With the company as big as it is, the new identity was sure to get a lot of attention as well as criticism from the sea of google users. Before the company’s rebranding, Google had used a thin serif typeface, making it look more serious but at the same time could prove hard to read on a screen. The new san serif logo has flat shapes and sharp colors. Those colors also make up the new icon, which is simply the letter ‘G’ incorporating the colors in resemblance of a color wheel. The company seems more playful through this redesign, keeping the ‘e’ slanted for it’s character and seeming more childlike.
But it’s the childlike manner in which the company is perceived that has people stirring. There are many people who feel that the serifs and the double looped ‘g’ that gave the company its legitimacy and seriousness as an internet powerhouse. In the 90’s Google made the vastness of the internet into an organized and simple way to find information. The flatter and bolder shapes that make up the new google logo makes critics think of refrigerator magnets, which reduced the trust of their users. The question is will this effect the presence of its users?
There are a ton of instances where rebranding can hurt its company. Tropicana came out a couple years ago with an orange juice carton that was confusing to its customers. The type was uncomfortable, with the logo for Tropicana running sideways up the side of the carton. There was also a strange hierarchy in the information on the box. The 100% overpowers both the logo as well as other more important information such as the pulp. Despite trying a new design, customers were attached to the old carton. They liked the straw in the orange. The glass of orange juice with a big 100% didn’t seem as liable as the old box. The original brand was immediately recognizable to their customers, whereas their new box seemed to resemble a cheaper store brand product. The box was changed back after the company’s sales dropped 20%.
I found an article talking about how The New York Times sought out Ed Benguiat to make alterations to their logo. Based on the article I read he got rid of the period at the end of the name, saving the newspaper company a ton of money on ink every year. So I thought I’d research this smart man. Ed Benguiat is an American typographer that also did work on companies such as Playboy, Sports Illustrated, Tiffany’s, Ford, and a bunch of other logos. He designed a whopping 23 typefaces. In the 1970s he started teaching at the school of visual arts. Ed is an avid pilot and enjoys flying his personal plane. I hope we all end up like Ed.
I would have wrote more but Ed didn’t do too much else except for creating some really famous stuff. But look at this website, it shows you his work!
Here’s a good one, I found a video on the history of Comic Sans. A man named Vincent Connare created the font. In 1995, Connare was shocked to see Times New Roman used in a cartoon speech bubble. So he created his own to make a more appropriate font for cartoons. The font spread everywhere in a matter of just 7 years. In 2002 Holly and David Combs created the website “Ban Comic Sans”. The website argued that since the font was so easily available, it was misused in a number of situations but the people who used them. They were pretty much saying they were destroying typography. The problem designers have with Comic Sans is that a good typeface should not call attention to itself unless it’s supposed to.
I think that’s a great lesson to be learned. Thanks Comic Sans.