Alice Rawsthorn discusses Google's corporate identity (or lack thereof) in her recent NYT blog post. Google changes its search logo for holidays and other special days of the year, leading it to be seen as unsophisticated and sloppy. But is that really what is being portrayed? In the age in which people are wary of giant corporations, this changing logo and dynamic identity helps keep consumers interested. As she says "Google's clumsiness makes it look sincere."
I like that it is a dynamic logo that is able to change with the times and need of design. It still can be recognizable -- the very name google conveys to its audience the company. It is not just attached to one logo.
See also, the new Melbourne logo. This was updated from a drab out-of-date logo to a dynamic one that has the ability to change color based on the need of the design.
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