Google unveils new logo

Google has a new logo: it’s cleaner, rounder and, according to the company, reflects the different ways that people now interact with its many different services

Google has a new logo: it’s cleaner, rounder and, according to the company, reflects the different ways that people now interact with its many different services…

At the heart of the redesign, according to a post at googleblog.blogspot.co.uk, is a consideration of how the company’s logo displays on smaller devices.

An “identity family” of icons rendered in Google colours also aims to reflect the many ways that people now interact with its products – from saying “OK, Google” into their phones, to browsing via Chrome or using Maps – across a range of devices.

In 2012, CR’s Patrick wrote about how eBay’s then new logo represented a shift in the way that digital brands were singalling a new-found maturity with a much simpler – and often blander – mark.

“It’s a familiar pattern, but one that seems to apply particularly to tech start-ups,” he observed. Last year, Pay Pal adopted a similar approach with their new look, and, again, how it appeared on portable tech was a key concern.

Google’s previous logo

 

As Patrick noted in 2012, one exception to the ongoing “blandification” by tech companies at the time … was Google, which seemed happy with its ever-so-slightly scrappy demeanour.

“It’s had a little wash and brush up over the years,” he wrote, “but the basic mark and particularly its use in Google’s famous daily doodles retains the geekiness of the start-up days. Now that Google is a multi-billion dollar concern, how long before it too reaches for the suit and tie?”

With the recent formation of Alphabet as a new parent company, Google certainly looks to have smartened itself up somewhat.

‘Mic’ icon

Explaining the thinking behind how the new-look mark relates to how users interact with Google, the blog post claims that the logo “doesn’t simply tell you that you’re using Google, but also shows you how Google is working for you”.

“For example, new elements like a colorful Google mic [above] help you identify and interact with Google whether you’re talking, tapping or typing. Meanwhile, we’re bidding adieu to the little blue ‘g’ icon and replacing it with a four-colour ‘G’ that matches the logo.”

A detailed walk-through of the design of the new identity is at design.google.com

‘G’ icon

Stills from Google homepage animation

  • It looks like a logo for a company that makes toddlers’ toys.

  • Rick

    Retro

  • Fleisch

    The new look is ugly, childish and lacking in personality. Blandification indeed.

  • V. Ryan

    Elegant to playschool!

  • Brian

    It’s insulting to anyone other than children. Just another example of dumbing down American culture. Lets get some accountability, who is the genius designer that came up with this? Seriously, I’m sure they spent days on this so who is it? Please email with this information, thanks.

  • A nice transformation. More universal looking..!

  • Google Translate

    IT SUCKS!!!!!!1!!!!1!!1!11!!!

  • Rich

    There’s very little to love or hate about it, which I guess is the point. It does feel fresher than the old logo. The kerning around the ‘g’, the ‘l’ and the ‘e’ needs attention, though. It’s a bit too tight right now.

    (And what’s happened to the ‘e’ in your last image?)

  • eriK

    Presume the designers and client (looks like committee* decision) thought long and hard about this move.
    As a logo it’s even more simple than the last, *evolution, not revolution. ‘More suitable for mobile and the future’ is an excuse, retina screens allow for incredible detail. The ‘G’ in bold with colour segments to ‘Google’ written out isn’t as tight a couple as could be.
    As a typeface, a plain and simple geometric underlined by the Google doodle showing it written by crayon feels all about childish and innocence… but does it have to be so undiscerning and unsophisticated too? After all this is what won – and feels like they’re hanging on to ‘Don’t be evil’ like a child to it’s dummy.

  • @Brian It was designed at Google; the bespoke typeface is called Product Sans. More info at https://design.google.com/articles/evolving-the-google-identity/

  • @Rich That image is from the animated sequence on the Google homepage – as it’s a bit misleading shown here on its own, I’ve now added in a couple of other shots (the ‘e’ is adjusted back to its normal position in the animation).

  • eriK

    Presume the designers and client (looks like committee* decision) thought long and hard about this move.
    As a logo it’s even more simple than the last, *evolution, not revolution. ‘More suitable for mobile and the future’ is an excuse, retina screens allow for incredible detail. The ‘G’ in bold with colour segments to ‘Google’ written out isn’t as tight a couple as could be.
    As a typeface, a plain and simple geometric underlined by the Google doodle showing it written by crayon feels all about childish and innocence… but does it have to be so undiscerning and unsophisticated too? After all this is what won – and feels like they’re hanging on to ‘Don’t be evil’ like a child to it’s dummy.

  • It’s a slight evolution, I’m not convinced by the new typeface, but I am sure it will grow on me over time. It’s nice and clean, but it’s a little bit ‘fashionable’ perhaps – I wonder how long it’ll be before they overhaul again…

  • The kerning between the ‘g’ and ‘l’ bothers me.

  • Rosanna

    So many bitter people in the world…

  • it looks like for kids, original one was much better imo

  • Looks miles better to me. Armin Vit gives an insightful write-up on it here:

    http://www.underconsideration.com/brandnew/archives/new_logo_for_google_done_in_house.php#.VebmwmfbKHs

    Some people need to stop being so reactive and emotional.

  • Aakash Kansara

    Old one was better.

  • eriK

    @James we are designers, creatives and other members of creative industries et al, we need to be reactive, and emotional and most importantly form points of view. If you don’t have one, why comment?

  • Seiko

    For those that commented that the logo is childish, have you seen Google’s office space? It’s playful, young and, dare I say, childish. So, love or hate it, the logo is very fitting to the Google culture.

  • Jamie P

    It doesn’t matter what logo represents Google. The brand is far bigger than a simple mark.

    It’s one of the largest brands in the world, branding is becoming simplified. For a new company yes, I wouldn’t have chose it, but for a company as big as Google, they literally can do anything they want as a brand mark.

    It could have been better but then like art everyone has an opinion and the logo is simple and effective and has no frills.

  • “doesn’t simply tell you that you’re using Google, but also shows you how Google is working for you”

    Spying on you more like!

  • SSH

    i like the old logo this new logo looks childish.

  • nazar

    Unbearable |……

  • Why can’t they ever leave well enough alone? Between Google and Windows, they are constantly changing everything. LIke, maybe that’s all THEY have to do all day is change things, but most of the rest of us actually have WORK to do on our computers and we get sick and tired of having to adapt and readapt to their every whim. Please leave everything alone already!

  • Pat-rights

    Come see the new logo we design for Google at
    http://www.pat-rights.com/Tse%20v%20Google.html.

  • akshara

    i dont like this logo … better than previous version

  • TimSinclair

    i’m miffed that there’s 2 blue and 2 red letters in there – what about a nice mauve or taupe? etc … do i win £5?

  • Ed

    Shortly after a massive corporate shuffle, a HUGE company like Google rebrands and changes from a humanist serif to a geometric sans, filters that down through their iconography and the best commenters on here can do is critique the kerning, say it looks childish or ‘I don’t like it’?

    For fuck’s sake.

    Rather than deciding whether or not your personal preferences ought to override those of the billions of people who use their services every day, how about thinking about how this moves them towards/away from their competitors? How it sits with their extensive (and rather amazing IMHO) material design system? How it’ll serve as a more adaptable design language in the wake of their corporate split into Alphabet/Google – and how this new language might manifest itself in new products and services?

    That might make for some more interesting comments and stimulating design criticism.

  • Sarah

    The rebrand was a necessary step since the Alphabet takeover. It is a bright and eye catching logo, they haven’t veered too far from the previous logo to alienate people. What more could the corporate giant wish to do.

  • Joe Baglow

    I Like it

  • Steve Ranford

    It’s simple, clear, easy to read and fun. What’s not to like?

    Don’t confuse good design with overcomplication.

  • I like it, I’m not a designer but they’ve always been playful, so for me it brings it further inline with things like the google doodles, their interface design and marketing. Google are playful, they experiment and their ‘childish’ I never felt the old logo fitted all of that so it’s a very fitting change.

  • Gordon Thompson

    Apparently the new design improves legibility and loading time on stuff like mobile phones. Fair enough. Good reason to ditch serifs and go with sans. No big deal. So why the big hoo-hah from not only the design community, but also the global media pack? Beats me. After all, it’s only a logo. Out of curiosity I Googled for further info. There wasn’t a lot. Mainly people opining for and against the design. However, I also discovered that if you continue the angle of the almost horizontal line in the ‘e’ it lines up with the almost horizontal line in the tail of the ‘g’. What’s more, the angle of the right-hand tail end of the cap ‘G’ is different to the two already mentioned. I presume this angle was chosen because it lines up with the centre of the ‘G’ which, in turn, is spot-on the corner of the horizontal bar in ‘G’. Fascinating,huh? Or is such minutiae mind-numbingly boring? Anyways, the design reminds me of fridge magnets. But, more importantly, I hope the redesign doesn’t mean the end of the road for those interesting little ‘Google’ wordplay designs that appear when starting up the laptop. Good for Google to allow people to play around with their logo. Not many global brands are that brave.

  • John Pellicciaro

    Just plain ugly…..and insulting to any self respecting adult’s intelligence that this change is Google’s big news . Our culture is being hopelessly dumbed down.

  • Sangeeta

    Old Logo was much better than new one ..