Google‘s Pixel phones have long been distinguished by the now-iconic “G” logo adorning their backs. Interestingly, despite this logo’s presence since the first Pixel launched in 2016, Google only recently filed a trademark application for it with the United States Patent and Trademark Office (USPTO).

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

This move has sparked some discussion. Some see it as a strategic effort to further solidify the Pixel brand identity in a crowded smartphone market. The “G” logo has undoubtedly become a hallmark of Pixel phones, similar to the Apple logo on iPhones or the Samsung logo on Galaxy phones. Its consistent placement, first at the bottom and then moving to the center position with the Pixel 6 series in 2021 is a good sign for the company’s brand recognition.

Pixel Patent

However, others question the timing. Trademarking a logo already used for years might seem like an afterthought. Some speculate it could be a defensive measure against potential logo imitators or a way to leverage the brand recognition for future Pixel products beyond smartphones, say, tablets.

The trademark application itself offers some clues. It details a sketch of the “G” logo situated in the center of a phone’s back and specifies registration for the mobile phone category only, covering telephones, mobile phones, cellular phones, and smartphones. It’s worth noting that Pixel tablets also feature the same “G” logo, but this trademark application doesn’t cover tablets. This could suggest Google might have separate trademark plans for its tablet line, or it might simply be prioritizing smartphones for now.

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