After 16 years without a real change, and shortly after announcing its new corporate structure under the “Alphabet” brand, yesterday Google launched its new image. The reason? The large number of devices and screens in which the brand lives today. This change aims to make the brand more accessible and useful to users, taking advantage of the opportunities that each device offers with the simplicity that characterizes the company.
This change is not just a logo redesign, but a flexible system composed of three elements to be used on all platforms and marketing materials so the brand can easily interact with the user and devices. So let’s discuss one by one.
The first and most obvious is the new logotype that left behind the serifs to make way for a geometric and simple style. The new wordmark features a custom, geometric sans serif typeface called “Product Sans”, which through its basic shapes and childlike style aims to communicate a simple, friendly and approachable look. This childish look hasn’t been well-received by some people, but for me it makes perfect sense because Google is as basic as children’s schoolbooks, and for many of us Google has become our personal research book and school (go to school, don’t google everything, specially not diseases).
The new logotype maintains the rotated “e”, as his predecessor, to remind us that Google is always unconventional, and although it seems that the new logo also maintained the same colors, the green, red and yellow have been enlightened so that when they are together they can still look saturated. And as I always say, if you’re going to make a change it must be done correctly, so this new logo was tested on all platforms, sizes and weights to verify its legibility and avoid mistakes, like when they had to change the kerning and x-height of “gl “in its past logo, remember? Let’s hope this time it works.
But even though the logotype was tested in small sizes, the brand needed an icon that could be used in small and shared spaces, such as in its famous flat designed icons, therefore they’ve created “Google G”, a simplified version of the logo that shows the letter “G” with an increased weight and built with all the colors. For me this icon was a great decision, all current brands should know how to adapt its image to different circumstances, and although Google used to use the “g” as a simplification of its logo, it wasn’t as well executed as “Google G “, it was more like a fast option to solve what they didn’t have.
And finally the third element, the Google dots: a constant motion state of the logo. Google has always been a dynamic brand, but this time is different, this animation represents the intelligence and work in progress of the search engine, with its several default and consistent movements the dots can communicate many expressions such as listening, thinking, replying, incomprehension, and confirmation. We all know Google is no longer a search engine for computers, it is now in several products and it can even react to voice, so with this dots they are trying to make Google a more friendly kind of siri thing, turning it into a kind of “person” instead of a machine (creepy, but great).
So, like all changes it will be difficult for some to get used to this new image, however for me it won’t be, Why? Because this is a change that has foundations and is not just an update in its look, like Facebook did. I think it was time to make a change, and not because they seemed outdated, but because they were missing a lot possibilities with the the past logo, like the ones we are now watching. I kind of miss the old style “g”, it was special and could have made the logo look more familiar, like the option that appears in the bottom of the design process photo… but besides that, for me is like the Google visual kingdom its now in peace, finally the logotype fits perfectly in the visual guidelines of its icons.
But well.. at least this is my f opinion.