Google is to retire its Blogger & Picasa brands as the search giant looks to concentrate its marketing efforts on Google+ - according to reports on Mashable.

Both products will remain available to consumers but will henceforth be known as “Google Blogs” and “Google Photos” respectively.

It comes as the firm seeks to dispense with its non-Google brands to give greater clarity to its business and put all its weight and muscle behind the social initiative.

One brand which won’t be getting the same treatment is YouTube, the web giant closed its Google Video service in May and won’t be reviving it.

The transition will take place over the next six weeks to align with the public launch of Google+ which already employs a photos feature but features no Picasa branding of any kind.