Google Rebrands as Alphabet

Google Inc. (Menlo Park, Calif.) unveiled the company will rebrand itself as Alphabet later this year, a holding company that will include Google’s existing diverse ventures under individual subsidiaries.

The Guardian reports the rebranding and restructuring will allow diverse and often unrelated services within the existing Google brand to offer slimmer profiles. Each subsidiary will function independently within the Alphabet brand and focus resources within the organization.

Alphabet will continue to operate Google’s web tools under the Google brand, as well as innovations like X lab, Wing and other enterprises in additional subsidiaries.