Google Announces It’s All Grown-Up With Alphabet’s New Logo
Removing the Google name from its experimental ventures allows the company to take more risks without degrading the Google brand name. It gives Google the ability to fail safely in a bigger way; if a venture fails, they can cut it off and move on with little consequence. Another benefit is that Google will be forced to become a better manager of its investments and innovations, as its new technologies will need to be able to support themselves in the market rather than be artificially buoyed by the Google brand name.