Feature Image for Google has a new logo
mick@juicebox.com.au

mick@juicebox.com.au

September 3, 2015

Not that we needed to tell you that

Yesterday I woke up to the news that Google had a new logo.

It’s a terrible habit, but even before getting out of bed, the first thing I do every morning is scroll through my twitter feed for five minutes. My design-biased Twitter feed was going nuts with it.

Being a brand designer, a new logo for one of the world’s largest companies is big news. But for Google it is huge. Whilst Facebook’s introduction of a new logo a few months ago had the air of a tweak, a necessary update to keep their visual identity looking relevant in the marketplace, Google's oddball of a logo has looked out of date for so long that it perversely almost made sense to just stick with it. Here’s a company whose success is founded on always doing its own thing; typeface trends be damned.

It looks good, and it feels right.

But what they have created makes sense. It looks good, and it feels right. It’s probably exactly what I would have expected had I known this was coming (the visual communication of the Alphabet launch a few weeks back paves the way pretty clearly). The custom geometric typeface is cool and friendly – very Google. The retention of the brand colours is a no-brainer, but they work a lot better now,  the mono linear characters of the new typeface means the yellow o doesn’t fall into the background as with the old serif. The slight rotation of the e acts as a quirky sign-off, and the cutesy animation on the home page makes great play of this. There’s a nice multi-coloured G for a monogram, and other well considered devices (a microphone, four animated balls) round out the system. There is clearly a very large and rational visual system behind this logo, and you can bet that it’s poised to roll out perfectly.

So I love it. Well done Google. But no one cares what I think. As Michael Beirut has so eloquently made clear, design criticism is a spectator sport, and people just tend to hate redesigns of popular brands. They’re at it already. I certainly won’t miss the old logo, but big respect for keeping that old dog around, pretty much unchanged, for 16 years. 
 

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