After 16 long years Google has decided to overhaul its logo. Day in, day out (besides the various Google Doodles) the familiar logo has stared back at us perched aloft its search bar waiting for us to feed it questions. It had become such a part of the furniture that it took several minutes of convincing, then consoling, for Jason our Studio Manager that it had changed for good when he first heard the news.
While the childlike colour palette has remained largely the same the serif font that we’ve known (but not always necessarily loved) is no longer, replaced by a simple sans serif font.
This change fixes one of the logos biggest ongoing issues, its scalability. The ‘Product Sans’ font, created by Googles in house team, is undoubtedly more modern than its predecessor, having greater freedom to alter the size to suit the display. It can now be applied on anything as small as a Smartwatch right up to a Chromecast playing on your wide-screen TV.
On top of the customary 6 lettered logo, a ‘G icon’ has also been introduced for those particularly small applications. For example, the favicon that appears next to your website addresses, tabs and bookmarks; have you noticed these look a little different? The way the 4 colours are applied on the ‘bowl’ of the G renders nicely, while automatically identifying as a part of the Google brand.
Finally, Google has introduced an animated element for the brand; 4 multi-coloured dots. These interactive specks help users identify that ‘Google is working’. For example a wavy action signifies that the program is waiting, while spinning dots show that information is being processed; all the while working seamlessly with the new logo and icon.
Despite all the positives about Googles latest update, it’s hard to argue that the logo doesn’t lose at least a little of the character that it had built up since the turn of last century. It had been the only company, with such a size and stature, that was able to get away with using a serif font in its logo. It may well be the nostalgia talking, but it’s going to be a little sad to no longer see those dorky ‘flicks’ hanging off the side of their letters.
Have you already forgotten what the old logo looks like? Watch the evolution of the Google brand below.