In a report on News United, there are a number of netizens who ridiculed the new logo of Google, labelling it as "too childish". However, looking beyond the design and new font of Google's logo, you may have a glance on how this very influential company positions itself in the future. This new look of Google gives us an overview of its aim to place itself in a global market that "favors smaller screens".
In a news article on Mashable, Wesley Chan, a longtime former executive of Google, is cited to have said that "This is Google acknowledging that it is a global company, where they are not just designing for the most powerful screens on the planet, but also for the $100 phone. That's a valid reason for changing it, and under Sundar as CEO, you can make that argument and prevail."
The original Google logo designer expressed surprise that the changes had not been implemented sooner. "I was expecting some changes after Alphabet. There have been a lot of changes in the company and the product line and technology and the media in which we display... So I've been surprised that they haven't done something beforehand." Kedar told Mashable in an earlier interview.
Nevertheless, such shift may also lead to the impression of a reduced "Google." According to Jan Dawson, an analyst who covers consumer technology companies for Jackdaw Research: "Google used to be an umbrella to all these things. Now it's narrower. Its identity has changed. As the meaning of Google changes, the branding needs to change with that."
Without prudent messaging, Google could be seen as something which is less than innovative as "the riskiest, headline-grabbing pursuits take place instead under Alphabet." A professor at the Yale School of Management, Jeffrey Sonnenfeld, believed that: "A danger of creating a portfolio company is on the branding side you don't want to create the image that the mother ship of Google -Google search, YouTube, etc - is representing a steady state while the edgy new stuff is at the parent company. This branding helps the image of keeping the revolution forever young."
