All About Google’s New Logo

by Brandon Berte on October 1, 2015

Unless you’ve been living under a rock for the past month, you’ve seen (or at least heard about) Google’s new logo. And, if you’re like most people, you either love it or hate it.

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First, let’s take a look at what supporters of the new design have to say.

“I see six letters that represent a youthful, dynamic creativity—a notion that this company was built on.”
-Derreck Johnson, Web designer

“The letters have this flow to them, a rhythm and a balance.”
-Brian Hoff, Typographer

“This new logo system is the climax of Google’s evolution into one of the most thoughtful and well-designed products today and represents a masterful 180-degree turn from the third-rate design it featured in its infancy and of which it was very proud.”
-Armin Vit, UnderConsideration

Naysayers, on the other hand, have deemed Google’s updated logo childish and underwhelming.

“The new logo retains the rainbow of colors but sheds the grownup curlicues: it now evokes children’s refrigerator magnets, McDonald’s French fries, Comic Sans.”
-Sarah Larson, The New Yorker

“Their old logo was goofy. This new one is simply garbage. Just right for a company with no taste.”
-John Gruber, The Daring Fireball

“There is a genuine sense that the new Google logo would feel right at home on Sesame Street.”
-Adrienne Erin, Design Roast

From a branding standpoint, Google’s new design makes sense. As the tech giant continues to grow into something much bigger than a search engine, it must do whatever it can maintain a friendly and approachable reputation. To that end, it’s made a bold switch to a sans-serif typeface.

Moreover, the revamped logo makes more sense for our increasingly mobile world. Eliminating the serif means Google’s identity is more clearly visible on smartwatches, smartphones and other small mobile devices.

For its own part, the technology company explained the change in an official blog post:

“As you’ll see, we’ve taken the Google logo and branding, which were originally built for a single desktop browser page, and updated them for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type and talk).”

What do you think? Is Google’s logo refresh exactly what it needed to control its image? Or is its latest look infantile? Share your thoughts with Creative Partners on Facebook, Twitter, Google+ and LinkedIn!

Creative Partners has branded hundreds of companies. Allow us to develop your new logo: (203) 705-9211.

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