Brand Identity- Google

The Google logo is among the most recognizable in the world. We sometimes forget that Google is even a product due to the fact that it has almost become synonymous with the Internet, such as Kleenex is to tissues or Gatorade to sports drinks. Many will utilize the phrase "Google" as a substitute for the word "research" and are universally understood.

Google stands for quick and easy access to the world at your fingertips. When we think of Google, we think of an encyclopedia of knowledge. Google is viewed differently by different generations. Younger generations grew up with Google and perhaps do not view it as a replacement of book research, as older generations tend to do. Some older individuals who are apprehensive of change may even look at Google as destructive to research books and hands-on methods. However, when talking to most of my friends and family they all stated that they use Google as a method of research at least once a day. They view Google as being on the cutting edge of technology and a link to the world and a catalyst for globalization.

Google, actually began as "Backrub" by 2 Stanford University graduate students. We identify Google with intelligence, usually reserved for self proclaimed computer nerds such as Bill Gates.

The Google logo is in an array of primary colors. This most likely symbolizes the diversity and wide scope of information provided by this search engine. The Google logo would not radiate the same feeling if it were in black lettering. The colors of the letters also change from letter to letter. This is indicative of the huge change that Google was to society and how it continues to progress with the ever changing world of technology. The use of several colors also indicates their universal appeal.

Google has relationships with several renewable energy companies. This, again reiterates their views about the advancement of technology and the improvement of our society.

The functional benefits of Google is a wealth of knowledge at your fingertips. The emotional benefits to this are a feeling of intelligence by the consumer. Google is also reassuring to the consumer, for example one could research a medical question or concern. Consumers feel that Google is reliable, a trusted name in search engines and will always be there to answer their every question and concern.