There are reports from around the world that Google (GOOG) has changed its logo to “Googlle” for the day to celebrate its 11th birthday.

The reports on the temporary logo have come in from China, London, and other parts of Europe. Many geographic locations in the US are still seeing the normal logo, but that may change as the day goes on.

Unlike most other large sites, Google often changes its logo, especially on holidays. It does not have a rigid rule about keeping the same nameplate day in and day out the way that most web properties do. That probably gives Google a level of press coverage that its “competition” does not get, at least for news about its logo.

Google may simply be famous enough that it can afford to play with its identity. Its less successful rivals may feel that they can’t take the chance.

More important than the logo itself is the reminder that Google is only eleven years old. It has the largest audience of unique users of any web property in the US and is the leading search engine in most countries around the world. Google ranks No. 16 among all public companies in America based on market capitalization with a total share value of $119 billion. That puts it ahead of much larger and well-established firms like Hewlett-Packard (HPQ), Pfizer (PFE), and Intel (INTC).

Google may be one of the most successful companies in the history of corporate America, particularly if it carries its momentum well into its second decade. Companies like Microsoft (MSFT) and Yahoo! (YHOO) hope that Google won’t be around for its 22nd anniversary. If wishes were horses, all the beggars would ride.

Douglas A. McIntyre

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