Google is looking younger as it gets older.
The search giant unexpectedly rolled out a new logo today, complete with a simpler sans-serif typeface while maintaining its signature parade of colors, albeit more muted. Perhaps not surprising is that the new logo evokes the company’s new parent company, Alphabet, thus providing a unified appearance across the two brands.
As Google does, the new logo was announced in a Google Doodle on its homepage showing a hand wiping away the old logo with the fresh identity.
Keeping with the “simple, friendly and approachable style” of its former logo, Google explained that the new version combined “the mathematical purity of geometric forms with childlike simplicity of a schoolbook letter printing.” TL;DR: It looks updated.
The custom font is called “Product Sans” and was designed in-house. The red, blue, yellow and green colors were edited to add “vibrancy” and “to maintain saturation and pop.” Google explained the surprisingly lengthy design process on its company blog.
With the cleaner and flatter font, akin to Facebook’s recent logo redesign, the new logo is made for mobile, noted Susan Cantor, the president of Red Peak Branding.
“The type is simpler, flatter and almost juvenile,” Cantor told Digiday. “I assume they’ve done this so that the brand retains its youthful, approachable feel in an era when things are becoming more impersonal and distant. ”
All of Google’s new products will soon be using the new logo, with Search being the first.
More in Marketing
With the rise of the chief AI officer, it’s time to examine ‘czar’ culture
Even if it’s a familiar pattern — hot new thing, new C-Suite exec to tackle said thing, a few years go by and that C-Suite position no longer exists as everyone is now doing said thing (or it was a fad that has since faded away) — does it make sense for businesses to continue to appoint new czars with every new trend?
Why Cava’s bid for brand awareness means prioritizing streaming ads
Fast-casual restaurant chain Cava has been in growth mode over the past year and is leaning into streaming ads in an effort to boost brand awareness.
A history of middle manager stress: The Return podcast, season 3, episode 1
In episode one, McKinsey partner Emily Field tells us more about why middle management is critically important to the workforce.