Google’s web logo usage is an example of dynamic branding, whereby the brand dynamically adjusts a part of its identity in response to external events – such as festive celebrations. This is contrary to orthodox rules on branding but it is to be viewed in full context to really understand it.

The changing Google logo is only adjusted on their website, which is a singular, tightly controlled media space. All physical applications of their identity – phones, packaging etc – use a consistently applied logo and the orthodox rules for branding stand.

Google’s isn’t countering the orthodoxy of branding but they are being more playful. This is inline with recent branding trends whereby brand identity elements are more playfully applied – a great example is Coke’s packaging; here consistency remains but it isn’t rigidly applied.

The question of whether other brands should follow a dynamic branding approach depends on the brand. Google’s unique ‘forever-Beta’ DNA favours a whimsical approach whereas Apple’s highly sophisticated design-led DNA favours a more consistent icon-ism. The question of whether other brands should follow a dynamic branding approach depends on the brand. Google’s unique ‘forever-Beta’ DNA favours a whimsical approach whereas Apple’s highly sophisticated design-led DNA favours a more consistent icon-ism.