Branding is one area of business that remains a mystery to me. All the things that you do with your brand, that makes sense to me. But the initial design, particularly of the logo, is something I've always found to be outside of my core competencies. Some people have that kind of creativity, others (me) don't.

The following are snippets from an article from Google Operating System, originally from Wired, about how Google designed their now world-famous logo.

"In the process, Ruth used a lot of symbols: from a pattern that suggests the infinite to interlocking rings that symbolize the power of search to transgress cultures, from a happy magnifying glass to sheer playfulness. "By taking out the magnifying glass, Kedar opens up the logo to signify that Google can become much more than just a search engine. By playing with the angles and colors of the letters, she tries to make clear that Google isn't a square corporation."

Ruth Kedar explains that she chose the Catull typeface because "Catull borrows elements from traditional writing instruments such as the quill and the chisel with a modern twist. Search, by nature, is an activity that requires we look into the past. Therefore Catull's historical ties seemed appropriate, as did the bridging between the old analog world and the new emerging digital era."



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