Google Inc has rebranded as Alphabet, with the new corporate identity being used to operate a collection of businesses, including the search engine. Alphabet encompasses all.
The new brand mark is simple, strong, friendly and contemporary.
Here’s my take…
Visually, they can equate a letter with a brand within the organization. They can use both upper case and lower case letters – each designating something different within the organizations structure. Why not use the finite color palette of 26? Each letter represented by a distinct color. It looks like, as they have done traditionally, most images are using squares as per googles letter.
Alphabet chief executive, Larry Page, says “We are not intending for [Alphabet] to be a big consumer brand with related products – the whole point is that Alphabet brands should have independence and develop their own brands.” On the new name concept, Page says: “We liked the name Alphabet because it means a collection of letters that represent language, one of humanity’s most important innovations.”
Alphabet dot com already taken? No problem! This just means it’s time to get creative and use one of the new “not-com” options. Alphabet uses the new URL abc.xyz. This could end .com dominance. ICANN has introduced over 700 new gTLDs (top-level domains) to the Internet so far. Dot XYZ normally gets 3,000 new registrants per day but right now that number is growing rapidly. Alphabet’s URL is almost like an advertisement for using gTLDs. Dot com is not the only game in town for those who use a bit of creativity and think out of the box!
I can’t wait to see how they visually brand and distinguish each individual brand.