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Google last week, in case you missed it, introduced a brand new logo design. The most obvious change is that Google's new typeface does away with the serifs that defined the brand for the past 16 years.
While most might yawn at Google’s new logo design, this is the type of stuff that designers live for.
Google packages its world-dominating and ultra-complex operation into a cutesy wrapper of bright and cartoonist tones. In case you miss the pre-school reference in the playful primary colours, the rotated lower-case “e” of the new sans serif version appeals to its audience.
Google’s new logo is perfection to many designers. Google has taken the conflicting attributes of the design (the letter, the text and the image) and turned them into a playfully modern expression for their behemoth brand.
As a global powerhouse, with a perceived soft centre, the logo does a good job of conveying that playfulness, without being too childlike. It will make a lot more sense as it continues to live, grow and adapt across so many new platforms