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

If you liked this then you may also like:

Logo - Ritualize  Logo - Studio Källbom  Logo - RRZ

Support BP&O

Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.