Google has a new logo: it's cleaner, rounder and, according to the company, reflects the different ways that people now interact with its many different services...
At the heart of the redesign, according to a post at googleblog.blogspot.co.uk, is a consideration of how the company's logo displays on smaller devices.
An "identity family" of icons rendered in Google colours also aims to reflect the many ways that people now interact with its products – from saying "OK, Google" into their phones, to browsing via Chrome or using Maps – across a range of devices.
In 2012, CR's Patrick wrote about how eBay's then new logo represented a shift in the way that digital brands were singalling a new-found maturity with a much simpler – and often blander – mark.
"It's a familiar pattern, but one that seems to apply particularly to tech start-ups," he observed. Last year, Pay Pal adopted a similar approach with their new look, and, again, how it appeared on portable tech was a key concern.
Google's previous logo
As Patrick noted in 2012, one exception to the ongoing "blandification" by tech companies at the time ... was Google, which seemed happy with its ever-so-slightly scrappy demeanour.
"It's had a little wash and brush up over the years," he wrote, "but the basic mark and particularly its use in Google's famous daily doodles retains the geekiness of the start-up days. Now that Google is a multi-billion dollar concern, how long before it too reaches for the suit and tie?"
With the recent formation of Alphabet as a new parent company, Google certainly looks to have smartened itself up somewhat.
Explaining the thinking behind how the new-look mark relates to how users interact with Google, the blog post claims that the logo "doesn't simply tell you that you're using Google, but also shows you how Google is working for you".
"For example, new elements like a colorful Google mic [above] help you identify and interact with Google whether you're talking, tapping or typing. Meanwhile, we're bidding adieu to the little blue 'g' icon and replacing it with a four-colour 'G' that matches the logo."
A detailed walk-through of the design of the new identity is at design.google.com
Stills from Google homepage animation