Google's New Logo and New Look

Google's new logo comes to life.

A little over a month after unveiling a major restructuring of their company, Google is updating its image too. The new Google logo is now looking a little more modern and playful. Aside from using a sans-serif typeface, the colours are softer than their previous iteration and the resemblance to the logo of Google's new parent company, Alphabet, is also noteworthy, making the two companies' design language fall more inline.

Google logo as of 1998

The Google logo has been evolving ever since it was created in 1998.Over time the logo has been flattened out, with letter bevelling and the drop shadow giving way to more modern design principles. Today's update represents a huge leap and is easily the biggest change since 1999. Google says that the new design will be rolling out across all of its products soon — and you can see this change evident already in numerous areas of the Google suite. Also you’ll note that the Google favicon icon has changed to an uppercase G striped in all four of Google’s colours.

Google logo 1999

So why change? In their blog post released today, Google discusses how rapidly advancing technology has changed how we interact with each other as well as how we interact with Google products. It appears as though the re-design comes from a want to reflect the changing digital landscape.

Users are accessing a huge collection of sites, apps, and services via laptops, smartphones, and any device with a web browser. Google’s new logo aims to reflect "this reality and [show] you when the Google magic is working for you, even on the tiniest screens."

Google's logo circa 2010

It’s this focus on micro-browsing that is clearly reflected in the new logo with simpler lettering to scale on smaller screen sizes and allowing it to display clearly on low-bandwidth connections. On a technical note the redesign includes a smaller logo version clocking in at just over 300bytes (the previous version was 14,000 bytes).

While this might sound inconsequential to most of us, Google have made it their mission to bring internet access to remote and geographically isolated areas of the globe, a small file size could therefore be seen as a step toward solidifying brand recognition even in super low speed areas.