Evolution of Company Branding: Google

Remembered not only by their products, the most globally recognized brands have evolved from their aged static branding to striking logo animations that can illustrate so much more. Smart companies decided that they need to add depth and definition to their signatures to connect to their target market better than ever before. This week, we will feature the top search engine out there, one we think you may have used once or twice these past couple of hours.


The legendary Google. Almost as old as the commercial internet itself, Google started as a research project creating the search engine that revolutionized the world. Made in the late 1990’s, the first logo was created with the free graphics computer program GIMP by one of the creators, Larry Page. With the focus on individuality to stand out, Page envisioned the logo to be in 3D.

It was then converted to its flattened 2D logo when it stood out as one of the best search engines out there, owing their success at the concept of PageRank, which uses back-link counts as the measure of importance of a web-page rather than the number of times your search term appears at the page. With a few slight adjustments to its color scheme, the logo was now ready for the public. In picking the color scheme, Ruth Kedar, Google’s graphic designer, said that they ended up with the primary colors and a secondary color on the L, so that the pattern would not go in order, to bring back the idea that Google doesn’t follow the rules. This adds a lot of character and meaning, rather than just a random design.

With its now surging popularity, it copied the signature exclamation point of its main competitor, Yahoo, in 1998 only to remove it less than a year later.

In 2010, after more than a decade, Google changed the font to its distinct Catcull typeface. Since then, minor revisions were made, adding more shadows here, reducing the distance of a shadow there, removing the shadows altogether and moving a letter a pixel to the right. These made the logo seem flatter and flatter, that is because modern trends were moving towards a sharper look rather than the old rounded curves that made logos look ancient nowadays. They also adjusted the particular hue of the yellow “o” to smoothly introduce the cleaner signature.

In September 1, 2015, Google introduced the logo we see today. Developed by Google itself, the typeface called Product Sans was used (though still retaining its signature colors), designed to work across multiple devices probably brought about by the advent of the mobile age. Now with upgraded logo animations made possible with modern technology, Google now has never looked more fluid and defined.

Here we see a behemoth of a company still constantly improving itself to adapt to the evolving world to stay ahead of competition.

Like what you see?

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Quince Media Logo 3D Animation Services provides state-the-art logo creation, animation and design.

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Djordje Komljenovic

Author Bio

Djordje Komljenovic is a professional 3d animation and motion graphics designer for over past 20 years. He is owner and creative director at Quince Creative agency. Previously, he was working-force of a few of major television stations in here Serbia - hired as motion graphics producer.

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