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Latest Articles
The History and Evolution of the Google Logo

The History and Evolution of the Google Logo

Posted on May 29, 2020

Category: General

Google is a universally celebrated brand, and possibly the biggest one in the world.

Over the years, Google has successfully experimented with brand extensions, viral marketing, public relations and, of course, an ever-evolving logo.

However, what may be most impressive is that a logo as recognizable as Google’s has been able to constantly evolve with the times.

So how did the search engine giant manage to stay so relevant as it adapted its logo design to changing trends? By following a cleverly devised strategy which we will explore today.

 

This was the very first Google logo. It was used purely as a test logo design during Google’s early days as a research project created by co-founders Sergey Brin and Larry Page. However, this primitive GIMP-based design would soon evolve into the Google logo that we so easily recognize today.

The Primary Spectrum

Two versions of the “primary-colored” Google logo then followed. One utilizes a more subdued look, while the other pops with its Baskerville Bold Typeface, 3D effect, and famous exclamation mark!

The exclamation point logo is still used today on special occasions when the company reflects on its earliest days.

 

Designer Ruth Kedar

No piece on Google’s logo would be complete without mentioning talented designer Ruth Kedar. Ruth introduced the Google brand to fresh interpretations and dabbled with a variety of intelligent and quirky logo designs.

In the first, she used Catull font and tinkered with using designs in the logo’s two Os while employing black and greyscale. Ruth is also responsible for adding the supplemental purple color into the mix and including a magnifying glass to signify a search. Though Ruth introduced creative new concepts, none of her designs were selected as the official logo. However, it’s still interesting to see what this innovative designer came up with.

 

 

 The Final Cut

The first official Google logo was introduced to the world in May 1999.

It’s very similar to the original design, yet more refined. The logo uses deep, rich colors while also utilizing a more minimal shadow effect on the lettering.

The original Google logo showed true staying power, serving as the brand’s official logo for the next 10 years.

 

 

The Two-Dimensional Logos

In September 2013, Google adopted the use of two-dimensional logos, opting for a look that would be easier to load, read, or print out. This, of course, meant the complete removal of any shading or 3D effect. But that was not all…

The first adaptation of the flattened Google logo had a few minor adjustments from the earlier logo. The second flat logo, introduced two years later, was altogether different.

Flat logo Type A

 

 

Flat Logo Type B

For this special version of the two-dimensional Google logo, the Google design team created a new font called Product Sans. Product Sans is a Google-owned geometric sans-serif typeface that has become an industry staple. It makes use of bold lettering, which adds density to make up for the lack of shadow, and it looks like a unique work of art.

Have a look!

 

The Google Doodles

Though Google’s doodles come and go, the concept is a ground-breaking one and cannot be separated from Google’s brand identity.

Google began this tradition for the Burning Man event in 1998 as a warning to Google users about the possibility of a server crash due to high traffic!

Since then, the witty idea grew to include many events, birthdays, holidays, achievements, and tributes. Naturally, as doodles became more popular, the quality and intricacies of each design increased.

In 2010, as a tribute to the arcade game Pac-man, Google displayed its first interactive Google Doodle. This genius idea drew almost 1 billion players worldwide.

Post Pac-Man, there have been numerous video doodles launched by Google. Occasions for these included John Lennon’s 70th birthday, the 2012 Summer Olympics, and the 40th Anniversary of the Rubik’s Cube, to name a few. On Halloween 2018, there was even a doodle on Garden Gnomes!

By 2019, the creative artists at Google had developed more than 4,000 different homepage Doodles.

The Google Favicon

Today, the famous Google stand-alone ‘G’ is as legendary as the company’s name logo.

 

 

Though linked intrinsically to Google’s main logo, the favicon has its own identity and evolution path.

From 1999 to 2009, the favicon design was a simple uppercase G in the red, blue, green palette against a white background. But in June 2008, Google announced a favicon designing competition which was won by Andre Resende, a Brazilian Computer Science student. That winning design is the left aligned G you see above, chosen for its attractiveness, high memorability, and strength in portraying the Google brand.

Conclusion

The strategy that stands out from the Google logo’s dynamic journey largely revolves around sticking to the basics while tweaking minor characteristics of the logo as the brand grows. Why overhaul something that’s already working?

The only drastic change we’ve seen in the past decade was in the second version of the flat Google logo. For this, Google took the step to create its very own new font!

It will certainly be intriguing to see the next steps in Google’s carefully devised logo evolution process.

5 Mistakes to Avoid if You Want a Professional-Looking Logo

5 Mistakes to Avoid if You Want a Professional-Looking Logo

Posted on April 11, 2020

Category: Marketing, Trends

A logo should shout who you are, nothing less. It is then crucial to take the time to create an emblem that will represent you and your values well. But what is the line between a good logo and a bad one? What can you do to maximize your chances of succeeding during the logo creation process? Here are five mistakes to avoid if you want a professional-looking logo.

Do Not Follow Trends Blindly

The first rule you should follow when creating a logo is not to follow trends blindly. Trends can help you find inspiration and stimulate your creativity; however, logos that focus only on fads often have the disadvantage of aging most of the time badly. Do you remember how the Airbnb logo used to look like? It smelled the 2000s with its bubbly font. Instead of looking for the newest or more popular trend, you should aim for a timeless logo. It is one of the recurrent criteria that we find in many logos of prominent companies today. Besides, you will not have to have many rebrandings if you start with a more classic logo than a trendy one.

Logo Doesn’t Rhyme with Rainbow

When creating your logo, you might need to choose the colors that suit best your brand and your company. First, did you know that colors have meanings? For instance, red symbolizes courage and passion, yellow represents wealth and joy, and purple is associated with spirituality and royalty. Choose the colors that fit your values or your products. Moreover, you should not choose more than three colors when making a logo if you want it to look professional. Have you ever realized that most business logos have three or fewer colors? It is because it is difficult to work with many nuances at once and it often looks chaotic. It is even the reason why Slack needed to rebrand their logo last year!

Too Many Fonts Is Like Not Enough

 

In a similar vein, you should not use more than three fonts when creating your logo. More than that will mostly give an unbalanced result. If you need to use fonts, it is totally fine, but choose some that are readable. You might have to try many fonts too before finding the perfect one. Do you know the difference between serif and sans serif fonts? In short, a serif font is a font with little extensions creating a line that ease reading. They are mostly used in books or prints. Sans serif fonts, on the contrary, are fonts without these extensions and have the advantage to be better for computer screens, as well as seen more accessible. Why not try a sans serif font for the title and a serif font for the slogan or vice versa to maximize the effect?

 

Keep It Simple

 

Sometimes less is better. What makes the logos of businesses like Target, McDonald’s or Apple great? Amongst other things, it is because they are simple! There are many advantages to making a simple logo. First, it is easier to use it on different mediums. Your logo must be as flawfless on a Facebook page than on a printed document. Second, it is easier to remember logos when they are simple. Today’s trend is simplicity and minimalism. It is why businesses like Starbucks have chosen to rebrand their emblem without all the small details.

 

It’s Your Logo, Not Someone Else

Why are you making this logo? It would help if you were making a logo that represents your business well, as much as its values. Therefore, you should take the time to think about what you want your logo to represent before touching a pencil. Sometimes, the relation between a logo and its meaning is awkward, as we have seen in the past with the rebrand of Cardiff’s football team, for example. This team called the Bluebirds ended with a logo with a red dragon for a while. On another topic, even if it could be tempting to copy famous logos, it is something to avoid. They can inspire you but everyone will doubt your credibility if you use a version of Apple’s logo in another color. Dare to be honest and answer your needs!

Let’s Wrap it Up

In conclusion, the sky is the limit in logo design. You only need to avoid those common mistakes and you should be able to create something great. Make something unique that will tell who you are at a glance. Feel free to look at different tools like Free Logo Design if you want to practice or find interesting articles on branding and design!

5 Popular Font Pairings in 2020

5 Popular Font Pairings in 2020

Posted on March 18, 2020

Category: Branding, General, Trends

These are exciting times in the world of design!

As we enter a bold new decade, creators and designers all over the world continue to do everything they can to grab the attention of their increasingly distracted audiences. With the bulk of viewers’ attention being on text, choice of typography and font pairings play a key role in content effectiveness.

Font pairing involves the combination of multiple fonts in a single design project. Together, the fonts must convey harmony, while each having their individuality. Fonts should be chosen to complement each other, with the goal of directing viewers’ attention to the content’s message. Successful font pairings do not distract the reader by having each font vie for individual attention.

In this article, we look at some pairing trends already gaining popularity at the beginning of 2020!

1.   Bold, High-Contrast Serifs with Heavier, Rounded Sans Serif: Storytelling with a Modern Twist

As industries around the world make the increasingly popular pivot toward all things digital, many find themselves yearning to go back to a more “human” time before technology ruled our lives.

And what is more humanizing than storytelling?

2020 is seeing organizations of all sizes reach for design options that humanize their brand by telling a story about them.

While sans-serifs have been popular due to their “modern” appeal, brands are trending towards the more “rooted” serifs to convey their stories.

This stylistic shift also includes increasingly mixing heavier, rounded fonts with bold, high-contrast serifs.

2.   Handmade Fonts/Outline Fonts + Stabilizing Sans Serifs: Reflecting the Rebellion of the Streets

Every day, bold new voices and stories of individual activism break through the noise and into our newsfeeds. It was only a matter of time before this rebellious spirit spilled over into the world of design.

2020 is already seeing bold colors, street art, and cyberpunk being included in brand designs. It’s safe to assume their inclusion in typography trends is not far behind.

Some pairings in this style you may be familiar with include hand-made, decorative fonts contrasted with stabilizing sans-serifs or outline fonts contrasted with bold, attention-grabbing text.

Outline fonts can rebel against all the traditional rules of readability while still ensuring that the key message is contained in the filled text that accompanies the outlined text.

Bold designers have also increasingly been making use of maxi topography, where the text gets so large it bleeds out of the page! While maxi typography draws attention to the design itself, the text that needs to be read could be of a smaller, sans-serif type.

3.   Corben with Nobile: Moving towards Warm and Happy Designs

Consumers increasingly seek out warmth and genuineness during their interactions with brands. In this scenario, a type-only approach is often seen as sincere and genuine.

While flat designs with easy-to-read type will continue to be used, 2020 is already seeing a shift from cold, flat designs towards the cozy and warm.

The combination of Corben, a rounded serif, with a simple, slim font like Nobile brings a tone of “happy days” to any design.

4.   Yellowtail + Open Sans Light: Calming, Organic, Natural, Honest

This year has also brought a love for earthy tones – designs that replicate the natural world through soothing, humanizing elements. The aesthetic has grown from being primarily used by natural food companies, farms, and similar enterprises to a top choice among brands from various spaces.

The Yellowtail script font lends an earthy appeal to designs. It is legible even at smaller sizes and has a very unique look. Yellowtail contrasts beautifully with Open Sans bold and Open Sans light.

The organic aesthetic also refers to the usage of irregular, uneven, “imperfect” elements in design.

One notable example in this style is the typography on Uber’s website – rounded sans-serif, paired with text in subtle tones.

By investing in designs that are more natural, human, and approachable, brands are trying to give consumers what they’ve always yearned for – genuineness, honesty, and sincerity.

Courier New + Novelty Font: Brutalistic Rebellion

When vintage-inspired TV show Stranger Things became hugely popular in 2019, marketers discovered the power of nostalgia in brand storytelling. Inspired by a number of earlier decades’ designs, typography and font combinations are seeing the return of pixel art, art deco, and neon.

While two retro fonts might be overdoing things, paring a retro font and a modern sans-serif is a perfect complement.

Courier New, for example, is a monospace font that can look raw and deliberately haphazard when combined with a novelty font – a rebellion against everything that’s organized and artificial!

Fonts and font pairings tell stories. They help humanize brands. They bring the natural world into designs. They help convey the mood of the times we live in. They make us ache for the past, while also helping us stay rooted in the present. Sometimes, they even help us escape to a surreal future! With the right combinations, font pairings can have a significant, positive impact on the power of a brand.

10 Inspiring Insurance Logo Designs

10 Inspiring Insurance Logo Designs

Posted on February 14, 2020

Category: Branding, Business, General, Inspiration Box, Marketing, Product Design, Trends

10 Best Insurance Logo Designs

Insurance companies are an epitome of trust. People rely on their services and have complete confidence that their matters will be taken care of professionally and efficiently. Potential clients look for any indication that the company is the right fit for them, especially in terms of claim handling, financial stability, and trustworthiness rating.

Some of these qualities can be reflected in an insurance firm’s logo design. An excellent way to pique a person’s interest in knowing a company better is through an impressive logo. An effective design will attract more leads that could become loyal clients.

Here are ten of the well-designed insurance company logo designs that have all the necessary elements fostering brand recognition and competitiveness in a saturated industry.

Robert Hermes Insurance

Robert Hermes Insurance

Robert Hermes Insurance is an independent insurance agency that focuses mainly on providing homeowners with security for their tenure. This logo design perfectly captures the essence of the firm, with the graphic element forming the outline of a house. It gives the audience an inkling of what services they can expect from the company.

The pop of red on the design emanates confidence, and it adds to the depiction of reliability using the four squares forming the window. Using an old serif typeface that is simple yet bold catches the readers’ attention and encourages name retention for this insurance business.

LA Advocates Insurance

LA Advocates

With the trends coming back to simple and crisp layouts, this logo from LA Advocates Insurance is an excellent example of contemporary design. This health insurance agency expresses its goal of providing simple navigation of the country’s healthcare through a no-nonsense logo that uses a simple serif typeface. A subtle check replaces the line in A to add the statement of being an ideal choice.

Color plays a significant role in the effectiveness of this design. The LA in blue speaks trust and security, while the green in Advocates is the perfect indication of the firm’s services since this color symbolizes health, wellness and life.

Monterey Insurance Group, Inc.

Monterey Insurance Group

The Monterey Insurance Group offers personal and commercial insurance, and this duality is expressed in the color of the graphic element. The green and black combination works to represent growth and credibility. The duo forms a diamond-like shape that means balance and reliability. Enclosed in the shape is the script typeface M, which is unique and therefore carries the brand identity.

Also, notice how the designer used two font types, which gets a nod for finding the balance between monotony (only one font) and chaos (using more than three fonts).

ANR Insurance Group

ANR Insurance group

The logo design for the ANR Insurance Group is versatile and straightforward, which is the perfect rendering of the company’s broad range of services and providers. The blue color stands out, which is indeed an excellent choice for corporate firms that want to be known as trustworthy. With the gray N in the middle, the logo invokes authority and wisdom.

Another outstanding element in this logos is the curved line from the base of the A to the top of R, which conveys the umbrella coverage of the firm. Curved lines are the shape of protection, and inspires the feeling of trust for the brand.

Preferred Choice Insurance Agency

Preferred Choice

Preferred Choice Insurance Agency has its name going for it, and the logo design offers an excellent fit for the brand identity. The graphic element consists of a check within a shield, giving a sense of protection and reliability. The designer matched the blue hue of dependability with a classic gold in the emblem. The metallic effect of gold in the shield depicts exclusivity and tailored services for which the company aims to deliver to its customer base.

The typeface uses a traditional corporate serif that speaks professionalism and responsibility.

Cornerstone Insurance Agency LLC

Cornerstone Insurance Agency

The Cornerstone Insurance Agency, LLC logo, is a fitting example of compelling typeface imagery. It uses a cube-shaped graphic with two sides consisting of the letters C and S, which prompts brand recognition and originality. The cube can be taken as a symbol of stability and balance, meaning that clients can depend on the company’s delivery of services.

Another notable element in this design is the cube-type depiction of earth within the CS box, which helps the logo stand out. The silver metallic scheme with a 3D effect gives it more oomph and conveys a client-centric approach to insurance.

Revive Healthcare

Revive

Like any health insurance, Revive Healthcare needs to have a logo that bears its commitment to fostering the well-being of its clients. This logo design is a proper rendering of that goal since it contains elements that speak a sense of protection, vitality and life. The typeface imagery element in the letter V shows a person that exudes health and wellness. The curved line in the middle covers Healthcare, which uses a faded block font that is well-balanced with the upper typeface.

Using a monochromatic all-blue hue enhances the company’s attributes of reliability and professionalism. This logo is crisp and sophisticated yet attractive to the audience.

Asset Security, Inc.

Asset Security Inc

Asset Security Inc. uses a geometrical element made up of lines that seem to meet at a point, forming a pyramid shape. This movement conveys stability and security, which the company intends to provide to its customers. Lines can depict flexibility and freedom and it is evident in the number of choices the clients have over the services they can avail with the firm.

The classic black denotes integrity, while the blue is another traditional corporate color enhanced using an analogous gradient style that contributes to brand recognition.

Providence Benefits

Providence Benefits

The logo design for Providence Benefits offers multiple classic elements that would typically be challenging to balance. However, the composition is adequately well-adjusted and harmonious. The graphic part consists of a sun outline, a group of people and hands joined together to carry the other elements. It is an overall symbol of protection with a subtle reference to faith.

The color scheme for this logo is yellow and blue, which speaks of positivity, warmth, and reliability. It invokes a feeling of security and hope, which are two great attributes for an insurance agency.

Campolo Assicurazioni

Campolo

 

Campolo Assicurazioni is an insurance firm based in Italy and has been in service for more than 30 years. As an established name in the industry, Campolo needed a logo that calls for unique identity and timelessness. The graphic element is a blue-colored diamond enclosed in the brand’s acronym, which brings a sophisticated rendering of security and protection.

This logo design uses an analogous gradient that unifies the idea of insurance in a modern way. The typeface is designed so that Campolo stands out, solidifying the brand’s identity, and encourages recognition.

Wrap Up

There is more to a logo than meets the eye, so a graphic designer must always be aware of the elements applied to every detail of the image. Logos are created to convey the brand message and inspire the audience to get to know the company better. These logos from insurance companies are some of the best examples of designs that outshine in style and composition.

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