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Google Brand Gets Biggest Makeover in its History

Google has launched its new visual identity, the first major change to its logo since 1999 and probably the biggest rebrand in the company’s 17-year history. In case you missed it, the old serif logotype has gone, replaced by a smoother sans serif logotype. The rebrand also includes a four-colour G favicon and four moving Google dots. It comes on the back of the announcement last month that an umbrella company, Alphabet, is being formed to clean up Google and make it easier for investors to see what’s going on.

The logo change looks simple, but designers from all across Google convened in New York ‘for an intense, week-long design sprint,’ says a post on its design blog.

They started with the essence of the brand – four colours on a clean white background – and built it back up. The Google logo has always had a simple, friendly style, and the company wanted to retain these qualities by combining the purity of geometric forms with the childlike simplicity of schoolbook lettering. The new logotype maintains the multi-coloured playfulness and rotated ‘e’ of their old mark. The vibrancy of the red, green, and yellow were adjusted and pushed to maintain saturation and pop. The Google dots are in constant motion, with a full range of expressions which include listening, thinking, replying, incomprehension, and confirmation.
There’s also an image of some of the designs that didn’t make the cut:


Aaron Waterhouse

Aaron is a recent English graduate from Durham University who is now working as a content writer intern. An enthusiastic traveller, he hopes to become a journalist and report from around the world. Follow him @AaronAtSMF.

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Google Brand Gets Biggest Makeover in its History Reviewed by Unknown on Wednesday, September 02, 2015 Rating: 5

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