Why Google’s updated branding and logo refresh proves you don’t always need a full rebrand
In case you haven’t seen it yet, Google branding just got a subtle new look for the first time in 10 years, and we kinda love it. Drastic changes aren’t always needed in a rebrand, and we’re going to break it down with Google’s latest logo refresh. It’s the perfect example of a brand that knows exactly who it is.
This week, the tech giant gave its iconic “G” a subtle but impactful update. It’s what we like to call a brand refresh: modern, refined, and designed to stay current without losing its instantly recognisable identity.
so what’s changed in the Google branding?
The new Google logo features smoother transitions, a more refined gradient, and a slightly adjusted colour palette. It’s cleaner, more cohesive, and refreshingly modern without abandoning that iconic identity. The logo still feels like Google, it just feels a bit more grown up. This is what we call a brand refresh done right. And yes, we’re obsessed with the gradient.
Googles new logo, old is left and new is right
sometimes, less is more - a brand refresh can be more powerful than a full rebrand.
At KOB, we often say that not every brand needs to reinvent the wheel. In fact, sometimes the smartest move is to keep what works and elevate it. Google didn’t toss out its legacy. Instead, they refined it, a strategic shift that maintains trust while embracing the now.
Google rebrand rumours aside, this update wasn’t about starting over, it was about evolving with purpose. The refreshed logo keeps the familiar “G” but elevates it in a way that feels grown-up and current.
Of course, not everyone will love the change. But not everyone enjoys change, full stop. More often than not, it’s difference that unsettles people, not the design itself. The discomfort comes from disruption, not necessarily from whether the update is “good” or “bad.” But when you look closer, this brand refresh does exactly what it needs to do.
everyone loves a good gradient (and with good reason)
Gradients have been having a moment, and honestly, we’re not mad about it.
In brand design, gradients represent progression, dimension, and depth. They’re emotionally rich, visually engaging, and when done right can make a brand feel dynamic and alive. For tech companies especially, gradients help communicate innovation, movement, and modernity without screaming for attention. The updated Google branding embraces this with a bold yet understated gradient that adds depth and dimension without losing simplicity.
Sure, it might feel predictable for a tech giant to go gradient (Meta, anyone?), but the truth is: sometimes things just work. Predictable isn’t always bad, especially when it’s paired with thoughtful execution.
Here’s why Google’s logo update works:
It’s still recognisable – The core shape and colours remain intact, meaning users still instantly identify it as Google.
It feels fresher – The updated gradient adds visual interest and a modern touch that aligns with current design trends.
It scales well – With countless touchpoints across apps and devices, the new design holds up beautifully at every size.
It reflects subtle growth – Google is evolving, and this refresh mirrors that maturity without losing approachability.
the takeaway for brands
You don’t need to blow up your brand to stay relevant. You just need to know when and how to update what’s already working. A refresh like the Google branding shows the power of refinement, of knowing your brand so well that you can elevate it without losing its soul.
So yes, we’re loving Google’s subtle new look. And yes, gradients have still got it.
Maybe it gives them a sense of luxury. Maybe it taps into nostalgia. Whatever the feeling is, we design to make sure it sticks.
Thinking your brand could use a little refresh too?
Our branding services are designed to elevate what’s already working and bring it into the now, just like Google did. Explore our branding packages and let’s make your brand feel as good as it looks - or Contact us today for a chat about where your brand could go next.
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