How and why does the Google logo change on the search engine? Michael Lopez, the head of the company's team of doodlers (yes, professional doodlers), told CNN all about their process for holidays or events—like a new variation for each day of the Olympics. Google co-founder Sergey Brin began the tradition of switching up the logo in 1998 when he drew a fresh logo to commemorate the Burning Man festival. The doodling team does "a lot of collaboration" and tries to reflect Google's emphasis on "innovation and technology," which is why so many of the doodles relate to inventors. They take suggestions for new logos from the staff and public.