Google’s Pixel phones have long stood out with the iconic “G” logo on the back. Interestingly, despite the existence of this logo since the launch of the first pixel Google only recently filed for its trademark with the US Patent and Trademark Office (USPTO) in 2016.

It’s certainly intriguing why Google waited until now to patent such an important logo.

This move sparked controversy. Some see this as a strategic initiative to further strengthen brand identity pixel in a crowded smartphone market. The ‘G’ logo has undoubtedly become a hallmark of Pixel phones, like the Apple logo on the iPhone or the Samsung logo on Galaxy phones. Its consistent placement, first at the bottom and then moving to the central position with the Pixel 6 series in 2021, bodes well for the company’s brand awareness.

But others question the timing. Branding a logo that has been in use for years may seem like an afterthought. Some have suggested this could be a defensive measure against potential logo dupes or a way to increase brand awareness for future Pixel products outside of smartphones (tablets).

The trademark application itself offers some clues. It details the outline of the “G” logo located in the middle of the phone’s rear panel and defines the entry for the mobile phone category, which includes only phones, mobile phones, mobile phones and smartphones. It’s worth noting that Pixel tablets also share the same “G” logo, but this trademark application does not cover the tablets. This could indicate that Google may have separate trademark plans for its tablet lineup or may just opt ​​for smartphones.