Google revamped its logo on 1 September 2015 and as expected it evoked quite a few reactions across the world. We asked adlanders their take on the new logo.
Partner and creative head
"I love the new identity for several reasons. The new font looks more designed rather than the run-of-the-mill look it had earlier. If you see the whole material case study for its entire range of digital products (released last year) – they have these directions. If you look closely, they have these dots and I think that's a part of the strategy for which they use these four colours – Blue, Yellow, Red and Green and you see those dots that came in the animation too. It gives them great identity with those four dots. Last bit of the Google logo – the multi-cultured G, which has the four colours again. It's a good looking and recongisable G. So I think they've got a greater planner in hand and aligned all their products on the digital platform."
Managing partner and creative head
What's Your Problem
"I liked it, but I had no problem with the old one either. It was a dynamic logo that changed and was fantastically playful. It wasn't one that needed changing, unless it had to because of Alphabet. Logo changes cost a lot of investment too, so I'm not sure if that was needed. It's probably changed because of Alphabet – and that makes it nice overall.
"I don't like it and that's just my own opinion. In fact it's not so much to do with the logo. It's with how a lot of people are going gaga about it. If it had been done by me or any other art director, people may have blasted it. On the logo itself, it didn't have character for me. I preferred the old one."
Founder and CCO,
"I love it. It's much more contemporary, bold and confident. The new G is cooler than the old G. If you make it two point size you can view it too. It's simplified. I like everything about the new logo. We're not losing the old emotion attached with Google. It's clearer and simplified."
"Since this has the technology angle and how it'll load on mobile, one cannot argue with this change. There are certain brands which never grow old and Google by the simple fact that it has so many new avatars and dynamism built into its own brand, that ensured it wouldn't grow old as a brand. So, it didn't need a rejuvenation. I think the new logo – the proportion seems to be a little old. The G is a lot like a Pacman. What I'm not arguing with is the need for technology. It's a much easier logo to load in terms of time taken so that actually supersedes and likes or dislikes of the logo."
Here's a video from Google on how the logo and brand has evolved