Interesting article about the design of the Google logo, and the way in which they change the look of it to suit different occasions.
It raises an important question...How far should we go to retain the integrity of a logo? Personally I think that the majority of people place too much concern over a logo identities representation.
This is especially true when a brand that has been predominantly used for print makes an entrance on to the digital world. Most people try to apply and firmly abide with the logos guidelines, no matter what and at the expense of creativity. Sure it's important to maintain the integrity of the brand, I of all people know how important that is. However I have a strong belief that the brand should also be flexible enough so that it can be represented to its full potential across all mediums. There are particular stylistic effects and styles that work well in print and not necessarily online and vice versa.
I really like the way that Google plays around with its logo. The logo changes but you can see that it still retains its identity no matter what the treatment. And I think that that is the key; push the limits, explore the boundaries of the medium but retain the essence of the identity.
I wish that more brand custodians allowed their logo identities a little more freedom. Actually Billabong also applies different treatments to their logo in almost everything they do. 
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