Google X project gets a new name

Google X, which is part of the newly established Alphabet holding, received a new name that does not have the Google brand name - now the former Google X division is simply called X. The division also acquired a new logo - a bright yellow letter X on a white background. But the most important thing is that the Alphabet holding, in addition to its name, changed the development vector of the company, which was previously responsible for the development of fantastic projects for the future.

Now the company will focus on creating specific projects and will become a kind of Alphabet Inc incubator. The most promising and viable developments can give rise to new companies within the holding, in which the authors and teams working on these ideas will continue their activities. It was Google X that was involved in creating Google Glass smart glasses (which, however, did not receive the expected popularity among users) and Google unmanned vehicles.

With the advent of Alphabet holding in early October last year, many divisions with the Google brand were withdrawn from Google.inc. and moved into the possession of the holding. In this case, the following trend is observed: all the early “Google” divisions are later renamed one way or another, eventually moving away from the Google brand.
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Thus, in recent years, Google X has become not the only company left with only a part of its name. Previously, other Google companies were also renamed: in December 2015, the Google Ventures venture fund, founded in 2009, received the new name GV and introduced a new logo, then Google Life Sciences, a company engaged in biomedical research and formerly a division of Google X , received the name Verily.

Currently, the remaining "non-Google" projects, in the name of which the Google brand name is present, remain Google Capital, Google Fiber and Google Self Driving Cars.