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.