{"id":1222,"date":"2015-09-25T15:28:15","date_gmt":"2015-09-25T14:28:15","guid":{"rendered":"http:\/\/blog.lorenzobennassar.com\/?p=1222"},"modified":"2022-08-13T16:58:39","modified_gmt":"2022-08-13T15:58:39","slug":"okgoogle","status":"publish","type":"post","link":"https:\/\/lorenzobennassar.com\/blog\/2015\/09\/25\/okgoogle\/","title":{"rendered":"\u201cOk Google\u201d, How is that new logo?"},"content":{"rendered":"

I’ve been asked about what I think of\u00a0Google\u00b4s new logo. Well, apparently the Google in-house design team\u00a0started with a white paper and rethought the logo\u00a0from scratch<\/a>. And that\u2019s great. That\u2019s what Google has us used to and they certainly have all the credit as a brand to do so. We all love this brand!<\/p>\n

But this is the biggest change since 1999 and\u00a0it\u2019s broadly admitted by everyone the Google logo had never been something mindfully done.\u00a0As Spanish architect Miguel Fisac use to say, \u201cwell designed things age better\u201d. That\u2019s why I think it deserved a bigger change. I\u2019m not saying to ignore all Google has\u00a0accomplished so far and do something radically different just for the sake of it, but at some point of the design process it seems they forgot about something.<\/p>\n

Sure designing a logo today is not exactly the same thing as it use to be. So\u00a0cutting down its loading size almost 10 times is a beautiful (and brilliant) achievement. Making it more comfortable outside the desktop screen is definitely a great step. It needed to be. So is\u00a0the way it fits in all the icons and their other logos. And the dots, the animation possibilities\u2026 It\u2019s all great work and very well done. Nothing to say about it. Just, congratulations to the Google design team.<\/p>\n

Now, certainly\u00a0Google is so many things today that redesigning its logo has for sure\u00a0no perfect answer (which by the way makes it probably more human).\u00a0But no matter how thoughtful the process might have been and how technically correct its separated parts are.<\/a>\u00a0There\u2019s still something that doesn\u2019t work the way it should. I mean, maintaining the 4 colors makes all the sense by itself. And loosening up the uptight look of the prior serif typeface does to. But both things aim to a same purpose: “making the brand appear more playful” (besides the update side which is taken for granted).\u00a0And in a logo with \u201conly\u201d 4 colors and 6\u00a0letters you shouldn\u2019t try to say the same thing twice (that\u2019s mathematics, something a company that owes so much to an algorithm should have considered). Because the combination of both things results in an immatur\u2026ish<\/em> logo. Not playful, but childish. And I don\u2019t think that\u2019s what it was meant to be.<\/p>\n

Now here is a bigger lesson to brand communication.\u00a0That\u2019s what\u2019s marvelous about great brands. That\u2019s why being allowed in people\u2019s hearts makes such a difference and there\u2019s no price to it. BECAUSE YOU CAN MAKE MISTAKES. And as long as you handle them well, people will let you get away with them. Because people already loves you and they know there is something deeper behind that “pretty” face.<\/p>\n

\u201cOk Google\u201d, \u00bfQue tal ese nuevo logo?<\/h1>\n

Me han preguntado sobre lo que pienso del nuevo logo de Google.\u00a0Al parecer, el equipo de dise\u00f1o in-house de Google\u00a0empez\u00f3 con un papel en blanco y sin ideas preconcebidas<\/a>. Y eso es genial. Es a lo que Google nos tiene acostumbrados y desde luego como marca tiene todo el cr\u00e9dito para hacerlo. Todos adoramos\u00a0esta marca!<\/p>\n

Pero este es el mayor cambio\u00a0desde 1999 y no es ning\u00fan secreto\u00a0que el logotipo de Google nunca fue nada hecho muy a conciencia.\u00a0Como dec\u00eda el arquitecto espa\u00f1ol Miguel Fisac \u200b, “las cosas bien dise\u00f1adas envejecen mejor”. Por eso que creo que merec\u00eda un cambio mayor. Y no estoy hablando de ignorar todo lo que ha conseguido Google hasta ahora y hacer algo radicalmente diferente s\u00f3lo porque si, pero en alg\u00fan momento del proceso de dise\u00f1o parece que se olvidaron de algo.<\/p>\n

Es cierto que hoy dise\u00f1ar un logotipo no es exactamente igual\u00a0que antes. As\u00ed que reducir su tama\u00f1o de carga casi 10 veces es un logro maravilloso (y brillante). Hacer que funcione mejor en otras pantallas a parte del ordenador de sobremesa es sin duda un gran paso. Ten\u00eda que ser as\u00ed. Igual que\u00a0la forma en que encaja en todos sus iconos y sus otras logos. Y los puntos, las posibilidades de animaci\u00f3n… Es sin duda un gran trabajo y muy bien hecho. Nada que decir al respecto. Solo felicitar al equipo de dise\u00f1o de Google.<\/p>\n

Sin duda\u00a0Google es hoy tantas cosas que para el redise\u00f1o de su logotipo seguramente no hay\u00a0una respuesta perfecta (lo que por cierto la hace probablemente m\u00e1s humana). Pero no importa c\u00f3mo de riguroso\u00a0haya sido el proceso ni\u00a0lo\u00a0t\u00e9cnicamente correctas que sean sus partes por separado.<\/a>\u00a0Hay algo que no funciona como deber\u00eda. Y es que\u00a0mantener los 4 colores tiene todo el sentido individualmente. Igual que\u00a0cambiar\u00a0la anterior tipograf\u00eda tan cl\u00e1sica. Pero ambas cosas apuntan a un mismo objetivo: “dar un toque m\u00e1s desenfadado a la marca” (a parte por supuesto de la actualizaci\u00f3n que se da por hecho). Y en un logotipo con\u00a0“s\u00f3lo” 4 colores y 6\u00a0letras no deber\u00edas intentar decir lo misma cosa dos veces (es matem\u00e1tica, algo que una empresa que debe tanto a un algoritmo deber\u00eda haber considerado). Porque la combinaci\u00f3n de ambas cosas tiene como resultado un logo medio immaduro. No desenfadado, sino infantil. Y creo que esa no era la intenci\u00f3n.<\/p>\n

Pero he aqu\u00ed es una lecci\u00f3n a\u00fan m\u00e1s grande sobre comunicaci\u00f3n de marca. Eso es lo maravilloso de las marcas de verdad. Por eso ser aceptado en el coraz\u00f3n de la personas marca toda la diferencia y no tiene precio. PORQUE PUEDES COMETER ERRORES. Y siempre que los manejes\u00a0correctamente las personas no te lo tendr\u00e1n en cuenta. Porque la gente quiere a tu marca y saben que hay algo m\u00e1s profundo detr\u00e1s de esa cara “bonita”.<\/p>\n","protected":false},"excerpt":{"rendered":"

I’ve been asked about what I think of\u00a0Google\u00b4s new logo. Well, apparently the Google in-house design team\u00a0started with a white paper and rethought the logo\u00a0from scratch. And that\u2019s great. That\u2019s what Google has us used to and they certainly have all the credit as a brand to do so. We all love this brand! But […]<\/p>\n","protected":false},"author":1,"featured_media":1728,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2,3],"tags":[],"class_list":["post-1222","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brandcommunication","category-post"],"_links":{"self":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/1222","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/comments?post=1222"}],"version-history":[{"count":1,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/1222\/revisions"}],"predecessor-version":[{"id":2293,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/1222\/revisions\/2293"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/media\/1728"}],"wp:attachment":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/media?parent=1222"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/categories?post=1222"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/tags?post=1222"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}