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
Inside the messy middle of January Digital agency’s AI adoption
The promise of AI efficiency versus the messy, financial-based reality is creating ongoing tension as the industry continues to debate whether AI expedites work, scales creative and curbs costs. “Whether or not it does or doesn’t is still completely all over the place,” said Vic Drabicky, founder and CEO at January Digital, an independent media […]
Brands are catching World Cup fever even without official sponsorships
Some smaller U.S. startups, like Crumbl Cookies and Olipop, are getting into the spirit of the World Cup with watch parties and soccer-themed products.
‘Storytelling hierarchy is starting to flatten’: Tribeca Enterprise CEO on why brands are making the festival a must-stop
The south of France isn’t the only place in June CMOs flock to for creative currency.