06 Feb New look for Google
Google has a new logo. The iconic four colors and “Google” over a white background remains unchanged, but the font is significantly different, removing the serifs that have been part of the letters for years. All in all, it’s a flatter, slightly more modern design.
So why did Google decide to make the change? In a blog post, Google discusses how much technology has changed how we interact with its products and with the internet at large. It doesn’t really settle on a specific reason that a redesign was needed, but it says that this logo should better reflect the reality that Google is no longer a site you visit on a desktop computer — it’s a huge collection of sites, apps, and services that you visit on PCs, Chromebooks, smartphones, and anywhere you can find a web browser.
The new wordmark will replace the one that’s appeared above the search box since 1999, but it’s much more extensible, too. Google also introduced a suite of sub-logos, like a four-color ‘G’ icon that’ll dot the Google app on phone homescreens, and a microphone icon that guides you through voice search. It’s a self-described “simple, friendly, and approachable” design.
When companies realise their logo is too complex in practical use, time is up for a simplification. Some companies change their logo gradually, sometimes because they both want and don’t want to change. Google has adjusted its logo a number of times – the last time being in 2014 when it moved the “g” and the “l” microscopically.
The change in logo is not just a superficial one. The animation in the voice search represents movement. It defines Google’s belief that it is not merely a search engine, but a platform that offers a lot more. It is building a self-driving car, and beaming internet through balloons, and it is not just about relatively simple interactions like searching for the meaning of a word. The new Google logo is all about where the world is going: mobile, simple, and accessible everywhere.