by Kevin Mark Rabida . September 2nd, 2015
What is Alphabet? According to Larry Page, co-founder of Google and the future CEO of Alphabet, it “is mostly a collection of companies” of which Google is a part of. The new company arises from the need to differentiate their main internet product Google from their other properties that are “far afield”, such as Life Sciences and Calico.
In line with this, the slimmed down Google needs to have a new identity. Meet the new Google.
“Once upon a time, Google was one destination that you reached from one device: a desktop PC. These days, people interact with Google products across many different platforms, apps and devices—sometimes all in a single day. You expect Google to help you whenever and wherever you need it, whether it’s on your mobile phone, TV, watch, the dashboard in your car, and yes, even a desktop!” said Google in their official blog post.
The new Google logo is moving away from their rainbow serif typeface to a new sans serif typeface called “Product Sans” which Google itself created.
Product Sans would provide a better scalability than the previous typeface which translates to better legibility in smaller screens.
“As you’ll see, we’ve taken the Google logo and branding, which were originally built for a single desktop browser page, and updated them for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type and talk).”
Aside from the full logo, the company also introduced an abbreviated logo, consisting of the Product Sans “G” with the four colors of the original logo. Google is also moving away from the static logo to an animated one in their functions, such as the microphone consisting of blue, red, yellow, and green dots.
“It 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 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-color “G” that matches the logo.”
Audience reaction of the new logo has been mixed so far.
Some praised the new animation and the scalability of the new typeface. “From the brief, it works without straying too far from the current identity. Is it spectacular, no but from a brief perspective its spot on. It is still identifiable as Google but its usability/scalability now works better for them which is what they were after,” commented UCreative/YouTheDesigner fan, Rachel.
But some feel that the new typeface look childish, with one fan saying it reminds him of the Crayola packaging.
“Boring, and static. A dud. The colors could work in a different design. What were they trying to say? Who do they want to reach? Young children?”
What do you think of the new logo? Join our discussion below:
Kevin is a reader first, a writer second, and a gamer somewhere in between. When not rooting for Tyrion Lannister for the Iron Throne, he's probably writing some morbid short story. He enjoys some surreal art, clever advertising campaigns, and a warm cup of coffee while reading Murakami.
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