Google plans to retire several non-Google name brands and rename them as Google products -- to be more precise, Google intends to rename two of its popular services, which's due in the next six weeks: "Blogger will become Google Blogs and Picasa will become Google Photos," according to a Mashable report.
Several other Google brands are likely to be affected, though our sources made it clear that YouTube would not be rebranded.
The move is part of a larger effort to unify its brand for the public launch of Google+, the search giant's social initiative.
The transition from Picasa and Blogger to Google Photos and Google Blogs will occur "in a month to a month and a half. The date aligns with the likely public launch of Google+ on or before July 31. The date is important because it's the day all private Google Profiles will be deleted.
The last time Google rebranded one of its existing and established properties (i.e., not a new or recent acquisition) was 2007, when Froogle became Google Product Search. At the time, Marissa Mayer talked about the branding and awareness challenges of running Froogle for close to five years:
We were a really young company, and I don't think we really understood the burden of a new brand. I also think it was very hard to build awareness. Our product offering was very robust, but it will fare better with a Google Product Search name.
Google declined to comment on the report.