I believe in nurturing my inner rule-breaking self every so often. Sometimes, when I’m feeling really crazy, I do rule-breaking things like driving with the AC on and windows down to remind myself that I am an adult and in charge of my life. Besides being silly and fun, though, breaking rules can give birth to innovation. The rule breaker often, in fact, becomes the rule maker.

A sacred rule of branding used to be this:  


The rationale was based, in part, on the value of establishing a recognizable, differentiated visual expression for a brand. Inconsistency is generally considered an inefficient, confusing way to do that. Indeed, detailed guidelines are written to minimize such  branding blasphemy and deter designers from exercising their personal vision for a brand.

And then came Google, who smooshed this old-school branding rule and created its own rule:

     Strategically, consistently alter the logo in a contained way

Containment = no confusion
To my knowledge, the Google logo transforms only on Google’s own web site, minimizing any confusion because we know we’re on Google! (If you have seen it elsewhere, please enlighten me.)


(Google's birthday logos the past two years.)

Consistently inconsistent = new expectations
Google changes its logo so consistently that this “inconsistency” has become part of the brand identity. In other words, being off-brand is really being on-brand for Google. I now expect and look forward to new logo iterations on holidays. Even better, a new Google logo prompts me to pause and educates me about something relevant and interesting.


(Water Day in 2005)


(Summer Olympics in Greece, 2004)

Strategic = thoughtful engagement
It’s strategic because it’s a thoughtful, differentiated way to engage users intellectually and emotionally. From obvious holidays (e.g, Thanksgiving) to not-so-obvious holidays (e.g., Louise Braille’s birthday) to practical jokes (e.,g., April Fool’s Day), Google’s changing logo reflects what’s happening in the world and creates an emotional connection with users. It also generates water cooler/FaceBook/Twitter talk, too (“Did you see Google’s logo this morning?”) All of this injects “juice” and intrigue into an otherwise functionally driven brand and conveys a Google personality that is real, funny, and intelligent. It makes us love the brand Google and not just the search engine.


(Thanksgiving 2000)

(Louise Braille's birthday, 2006)

(April Fool's Day, 2000)

Google honored Ghandi’s birthday recently with a Ghandi-inspired logo. It seemed apropos since the brand and business are manifesting the leader’s most famous quote: “Be the change you want to see in the world.” Exactly.



Shine on, Google. I love your rule-breaking ways.