Google made news again this week

with the announcement of a major logo update. Most of the news has focused on the logo itself and people’s opinions. That’s mostly worthless noise though. With technological advancements, logos can be much more than static images for stuffy creatives to snub their nose at.

Fast Company takes a look beneath the surface changes with a fantastic article about the real story – the future of company identity interaction.

The question here is not what you think about the way the logo looks. It frankly doesn’t matter. The question instead is how fast will other companies begin to mimic the way that Google has approached a traditional issue in a truly innovative way.

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