Gmail is also getting a new look: why rebranding is essential

magazine
Francesco Gobbato
CEO & CREATIVE DIRECTOR KF ADV
2 December 2020

INDEX

You will have noticed, in recent weeks, that Gmail presents itself with a renewed graphic design, with a more colourful, lively and fresh appearance.

The graphic impact of the most used app in the world is part of a broader Google rebranding process which also includes Meet, Calendar and Documents.

The most popular brand in the universe is not immune to restyling and renewal: if you have a Gmail account you will have immediately noticed, when loading mail, that the logo looks like a large M, colored blue, red and yellow, Google’s colors.

Upstream of this change lies the need, which involves brands that have been present on the market for several years, for renewal and, in general, for a change of skin and, sometimes, of partial identity.

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Rebranding: importanza e tendenze

Il rebranding: cos'è e perché è importante
Conoscere il rebranding nel panorama attuale

The rebranding carried out by a company is a change, even partial, of its image towards the outside; considered in a broader sense rebranding is also linked to an expansion of its objectives and/or the launch of strategies and new products.

Brand refresh is part of a process connected to the identity of a corporate brand, especially when it has existed for several years; numerous studies on the subject have highlighted that it is necessary, during the life path of a company, to adapt to ongoing changes. This means changing the tone of voice, making changes to the logo and addressing a different, broader and, sometimes, more targeted segment of users.

In the case of Gmail, the rebranding of Gmail took place, for the Italian public, in October; during this period, in fact, all users were able to take advantage of updated and modernized work environments, both in terms of performance and from a graphic point of view.

One of the main objectives of rebranding a company is to increase its visibility, improve its perception by users and promote the entry of new features onto the market.

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Gmail: rebranding e novità

Gmail e rebranding: le mosse di Big G
Workspace e aggiornamenti dei tools di Google

If you have been using Gmail daily for at least one or two years, you will have noticed the progressive change in the GSuite logos. Just to be clear, GSuite is a Gmail dashboard which includes a series of software for work and study environments, designed with a Cloud perspective.

The key concept of collaboration, which lies at the basis of the design of Google’s GSuite, allows you to create, modify files and share them with colleagues or study companions; manage a plurality of users with the security of secure storage of sensitive data and, at the same time, being able to share them with authorized parties.

From the calendar to videoconferencing, through the sharing of files and folders, without forgetting the email inbox available to individuals and companies, GSuite and Gmail have been at the center of a profound evolution of the products linked to them.

In particular, the GSuite logos have been redesigned compared to the original versions, while maintaining the colors of the Google brand, recognized and appreciated by users internationally.

The mail symbol changes from the envelope with the red edges to the stylized and colored M, uniform in design with the logos, some renewed, of the calendar, of Google Drive (which has remained practically the same) and Meet.

Some users appreciated the renewal, in the sense that they considered the substantial uniformity in the logos a symbol of greater mental order and an incentive to work better. Others, however, have expressed their disapproval, creating real groups to share opinions regarding the change of look of the Gmail dashboard.

The fact is that the rebranding of Gmail takes place with a view to refreshing the brand and further expanding it, as regards the audience of users who use the platform. Just think of distance learning, which has undergone a notable increase in recent months, as well as video conferences, not only in the professional but also academic fields.

With this in mind, the rebranding of Gmail should be interpreted as a substantial renewal, to communicate to users all over the world that, even after many years of activity and in a delicate moment like this, the brand is not only present, but more vital than ever and, if possible, also of great support.

Considering one of the contemporary pillars as an integral part of daily life, even now that priorities have changed and nothing seems obvious, helps people of all ages to find personal and work balance. Being able to communicate with Meet, share files and successfully complete a company meeting, with the sharing of information and observations, remains one of Gmail’s great successes: this is why rebranding is essential.

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Rebranding strategico

Il significato del rebranding nel mercato attuale
Perché consolidare i clienti e rivolgersi anche a nuovi target

The global market crisis and, recently, the pandemic, have put everyone’s certainties to the test: in dark times like this, especially for trade and customer oriented activities, a solid foothold and point of reference is always the winning card.

When the perception of the outside world becomes difficult and full of unknowns, it is natural and physiological to turn to those brands that inspire trust, that are known and whose professionalism has been tested over time.

In all likelihood, by choosing a restaurant or an online store you will orient yourself towards those you trust and which you use quite often; at the same time, however, you need periodic novelties and recurring stimuli, which could push you to try new products and, in a word, new brands.

From this perspective, companies that know how to constantly renew themselves, while maintaining their historic identity, are resistant to years and viruses, cyclical crises and economic shocks.

This does not mean that rebranding makes companies immune from internal and external difficulties and critical issues, but it is considered a valid antidote to the excessive framing of a brand in its original niche, with a renewal as a symbol of vitality and continuous improvement.

Celebrating the anniversary of the business, afor example, is an excellent opportunity to refresh the logo, so that it is more appealing to new customers and, at the same time, keeps existing ones loyal.

Examples of recent rebranding concern the MasterCard brand, the Ikea brand and TripAdvisor, just to name the most famous ones in addition to Gmail. Not all users notice it immediately, and are often divided between those who appreciate and those who preferred the previous design; in any case, rebranding means that the brand is vital, exists, is renewed and can be considered a leader in the reference sector.

To see some examples of rebranding and new brands created that we have carried out in recent years, here are some examples below:
> Logo Rebranding Sicurpalhttps://www.kfadv.it/progetti/rebranding-sicurpal/
> Logo Rebranding Enolitechhttps://www.kfadv.it/progetti/rebranding-website-campagna-adv-enolitech/
> New Brand Mech&Humanhttps://www.kfadv.it/progetti/nuovo-brand-impianti-dentali-mechhuman/
> New Brand Altacrunahttps://www.kfadv.it/progetti/fashion-branding-nuovo-brand-altacruna/
> New Brand Jolìhttps://www.kfadv.it/progetti/joli-cosmetica-identity/

If you think your brand could be the protagonist of a renewal, call us.

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