Google 2015

Opinion by Richard Baird.

New Google Logo, Logotype, Wordmark 2015

The search engine and tech giant Google has just launched the latest version of its logotype, alongside a set of brand assets which include an icon and dot animations. The change sees a move away from serif flourishes and embracing the current favour for the reductive qualities of a geometric, monolinear sans-serif. It also features some better letter spacing, an improved x-height, single story g, and heavier characters whilst carrying over its distinctive and convivial colour palette and tilted e.

New Google logo development process

This change brings Google’s logotype more in line with its new parent company Alphabet, which shares a similar typographical style, and acknowledges Google’s material design philosophy. The update appears current, continues to embrace Google’s iterative approach to identity, does a good job of signalling change and reflects the company’s continued relevance. It also feels far more practical in its reduction of shape and increase in weight, but perhaps at the expense of a little character, and is still absent a degree of maturity.

Google's colour palette 2015

“The Google logotype benefits from whitespace between letterforms, but when colors are adjacent—as in the case of the Google G—they optically blend and can result in a darkening and dimming of the original value. We adjusted and pushed the vibrancy of the red, green, and yellow to maintain saturation and pop.” – Google

Product Sans a new corporate typeface for Google

The logotype is complimented by the custom typeface Product Sans, tying it further to Alphabet and adding a little more character. Google describes this taking its cues from a schoolbook letter-printing style yet adopting the neutral consistency of a geometric sans-serif.

Design: Google
Opinion: Richard Baird
Fonts Used: Product Sans


What do you think of Google’s new logotype? Share your thoughts in the comment section below or get the conversation started on Twitter.

Google poster

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  • http://www.perujo.co Perujo

    I absolutely love it!

  • Butchy Butch

    To be honest, that’s pretty obvious choice. Looks ok, kind of fresh (for now, depending how long geometric sans trend will stay with us). Two things that bother me though are: too tight kerning in “gle” and too thin cross bar in “e”.

    • Anonon

      Every part of every letter is the exact same width, so the cross bar in the e is the same width as everything else. The kerning is uniform. Get your eyes tested.

      • Butchy Butch

        … you were saying something? No? I thought so..

  • Dean Harrison

    Well the general consensus in the office this morning was against the new logo. Personally I think it’s a necessary change that will serves its purpose, and I kind of like the new look. Will it last as long as the previous logo? I’m not so sure. It’ll be interesting to see how this plays out though.

  • eriK

    Absolutely nothing to be excited about. Some real ideas got left on that drawing board.

  • http://www.jonathanmastrup.com mmjonathan

    It was pretty expected. A lot of the people I know love the “new” logo and look of it. Personally I don’t hate it but I don’t love it either. A geometric sans serif is a safe choice at least right now. I agree with the ‘gle’ kerning and the ‘e’ somehow bothers me as well. Personally I think it lacks a bit of personality… I don’t know, maybe it will grow on me. Nevertheless, it will be interesting to see how it works in the future.

  • Jeffrey Wong

    A company that has more information on everyone than any other has somehow made themselves seem more trustworthy? It hink they’ve succeeded.