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Alphabet’s secretive research division Google X rebrands


By John McCarthy, Opinion Editor

January 13, 2016 | 2 min read

Research wing Google X, the department working in secret to bring to fruition many of the wild ideas cooked up at the Google, has embarked on a rebrand to bring it into line with parent company Alphabet.

To best reflect the branch’s importance after Google rebranded its parent company as Alphabet, the Google X logo has been refreshed to be simply known as X.

X historically had under its purview Google Glass, Google’s deep learning AI project and its mapping initiative before all three graduated beyond the incubator.

With the changes it will move away from the minimalist box-ticking logo it launched with over five years.

Re/Code reports that the newly focused Google X will function as Alphabet’s incubator, continuing to operate the Moonshots programme with an intent of getting ambitious new businesses up and running with its expertise and considerable capital backing.

A group called the Foundry will oversee the projects in the department intent on lowering risk and expediting turn-around.

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