Google got a new logo today.
The new logomark is the company’s first major branding update in 16 years. It will preserve the famous blue-red-yellow-blue-green-red color sequence of the original one (the green letter was thrown in to purposefully break up the primary color pattern, because Google isn’t your ordinary tech company), but will lose the old-style serif typeface. The new logo is simpler, younger, friendlier, and—dare we say—more visually in line with Alphabet, Google’s new holding company.
It’s created with a font called Product Sans, a riff on schoolbook lettering style. But the overhaul doesn’t end with the word “Google.” There’s a microphone icon designed to make clear how voice interaction is working, and a four-color “G” logo for mobile that a few smart people have pointed out may be a lot of people’s primary association with Google going forward.
Designers are predictably mixed on the change, so far. But the overarching message is clear: this is about Google growing outward, and designing a brand that can expand with it. “It’s really about much more than a logo and more about kind of a smart system,” says Geoff Cook, founding partner at Base Design. “Like an overarching visual language that really allows us the users to connect the dots across their ecosystem from product to product.”