Logomorphism and Liquid Logos: Google Doodles (2012)

This chapter uses Google Doodles as a case study to comprehend this new trend in brand identity, where the logo changes to highlight characteristics that the company wants to promote at that specific moment. The book was endorsed by ECREA and is available online.


This study analyzes Google Doodles (the decorative changes made to the Google logo) as a potential influence on the company’s corporate visual identity and as a means through which Google connects to and identifies with the public. This study finds that Google Doodles influence the flexibility of the company’s corporate visual identity allowing Google to emerge as more than an anthropomorphic brand: the defined human characteristics and likeable personality traits change its own logo. This study calls this new strategy logomorphism. As a result, it helps the company to build a deeper and more personal connection with its users.


Corporate Visual Identity, Fluid Identity, Google, Google Doodle, Logomorphism.


ELALI, L. A., KEISER, D. I., & ODAG, O. (2012). Logomorphism and Liquid Logos: An Analysis of Google Doodles. In G. Gonçalves (org). The Dialogue Imperative: Trends and Challenges in Strategic and Organizational Communication. Covilhã, Portugal: Labcom/UBI Editions.