Even when it comes to somewhat ephemeral matters of creativity in design, the company is dedicated to a philosophy of fa

Indeed, consumers are notorious for loving to hate rebrands. Lest we forget, last month marked the 10th anniversary of what notoriously became known as the Gap Logo Debacle, in which a chorus of social media users unleashed such vitriolic reaction to the introduction of Gap’s rather innocuous new logo — which was simply the word “Gap” set in Helvetica with a blue square appended to it — that within a week, the company turned tail and abandoned it.

Anytime a company alters an iconic logo — or one that’s merely familiar — it inevitably faces a cry of public backlash. It’s only human nature: People are inherently wary of change, and the default knee-jerk reaction to any logo change is skepticism or downright hostility. For recent examples, look no further than Airbnb’s Bélo symbol, which Gizmodo declared “the sexual Rorschach test for our time”; Uber’s “atom and bit” logo (since expired); and Spotify’s crooked frequency waves.

Starting something new can be intimidating. Knowing the challenges that you’ll face in your journey can help you to overcome them more easily. Just like any other profession, writing takes an immense amount of effort. But the rewards are limitless, both financially and emotionally.

Reading. Ever since I was a child, I love reading. This close relationship with books helps me unconsciously to write better. Besides, I read about a wide variety of topics — fiction, philosophy, politics, to name a few. It broadens my perspective on things, which allows me to analyze situations thoroughly.

Starting something new can be intimidating. Knowing the challenges that you’ll face in your journey can help you to overcome them more easily. Just like any other profession, writing takes an immense amount of effort. But the rewards are limitless, both financially and emotionally.

Building an audience that is genuinely interested in what you say doesn’t happen overnight. The chances are you will work without seeing much progress — or money — in the beginning.

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le for the government and industry, but the government for sure. Because one of the things that happened after World War II, when we started attaching health care to jobs, it skewed the whole way we think about benefits for humans. But I think we’re one of the only countries in the world that’s so closely attached to those things. If you’re leaving a job or moving a job, why are you switching your health insurance? So this third way that I think we have to think about it, which probably has to have government involvement is — can you create systems that are independent of employment that provide benefits for folks? I think that does require some cooperation, but it does require some change from the government as well.

Study. I have learned storytelling and copywriting techniques that I apply to engage the reader. I learn through multiple sources: YouTube channels, newsletters, and online courses. But keep in mind that knowledge is not enough: you should apply it.

Most of the initial pushback online centered on the fact that the updated logos now look nearly interchangeable — which, to be clear, in the company’s eyes was largely the point of the redesign. As it has routinely done in recent years with the logo marks for Google Maps, wireless provider Google Fi, and Google Fit, Google has stamped its signature blue/red/yellow/green color palette onto these logos to streamline its family of products and emphasize their, well, Googliness.

So Google was certainly treading lightly through its recent rebranding of the company’s G-Suite collection of productivity apps to Google Workspace, which overhauled the visual identities for each of the apps, including the venerable Gmail envelope icon (circa 2013) and Google Calendar, which made its debut even further back, in 2009.

Starting something new can be intimidating. Knowing the challenges that you’ll face in your journey can help you to overcome them more easily. Just like any other profession, writing takes an immense amount of effort. But the rewards are limitless, both financially and emotionally.

Write more. By writing, I exercise the “writing muscle”. I identify patterns that work, improve my thinking, and my work becomes better. This improvement is why successful writers say you should write every day: it accelerates the learning curve tremendously.

Develop a plan with SMART goals for your writing. Know what you want to achieve with your work in six months, one year, and five years. And develop metrics to monitor your progress.

While it’s true that upon first glance (and maybe second and third glance), they might be harder to tell apart from each other, for the next 10,000 glances, they are in fact perfectly distinguishable. It just takes a little adjustment. As designer Michael Bierut noted during the tumult around the 2015 Google logo redesign, when the company’s wordmark was changed from serif to sans serif, “Most people comment on logo launches as if they’re judging a diving competition, when they should be judging a swimming competition.” In other words, new logos are better evaluated after some time has passed, rather than right away.

The Gap incident was part of the kickoff to a period of logo cancel culture that sank redesigns from Tropicana and the University of California to Starbucks and Instagram, and, to a lesser extent, Google itself. So, in gearing up for the big unveil, Google softened the battlefield in September by releasing a teaser image of the new Gmail “M.”