A Google logo opinion

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It did feel like a Google logo update was on the multi-coloured horizon – and as always the initial reaction is uncertainty. However, this is a grower. In comparison with the previous logo you realise it was needed – and their supporting argument is clear in the logo itself.

‘These days, people interact with Google products across many different platforms, apps and devices…we’re introducing a new logo and identity family that reflects this reality’

It certainly looks more ‘app-like’. The Sans Serif font (or ‘product sans’ as they call it) is bold, clean but in need of a diet. And, the ‘e’ on an angle adds an essential pinch of Google personality. And the multi coloured ‘G’ icon is…ok. Like I said, it’s a grower.

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However, and this gripe is reasonable, the animation to support the logo is bad. Uninspired. Easy. Obvious. Old. In general their animations compromise the Google branding and look like an outside party has had too much input (I’m guessing this is usually the case). But this time the outside party isn’t to blame. A hand rubs out the old logo and draws the new one back on. Really? Is this their way of saying, ‘we’re updating our logo to tie in with modern technological advances but we don’t forget that writing ideas on a chalkboard is still useful’? Come on Google. You can do better.

It’s nearly there but these supporting elements could do with more than a little refinement. Therefore I think it’s only a matter of time before another update looms on the colourful horizon…