This is the first in a line of abrupt changes that reflect the significant company restructure going on beneath the surface. First, we were told that Google+ would be no more. It needed to happen, though it felt unfamiliar that Google were giving up on something. That’s not the Google we know, right? Google is the super-hero of the internet! Google doesn’t give up? 

Then we were suddenly informed that Google would be absorbed into Alphabet, which was eerily similar to being told that the company you work for is being bought out. Your job is safe and you know nothing is really going to change but it still makes you anxious.

Finally, yesterday, Google casually dropped its new logo in the middle of the afternoon, with the intent to make Google more cohesive across all platforms and operating systems.

Essentially, they’re doing a number on those of us who hate change. 

The company actually drafted designers from all over the company, including Creative Lab, to design the entire rebrand in one week. Google called this its weeklong “design-sprint”.  


Sprint Objectives


The design-sprinters had four aims when creating the new logo. Google wanted:

  • "A scalable mark that could convey the feeling of the full logotype in constrained spaces.
  • "The incorporation of dynamic, intelligent motion that responded to users at all stages of an interaction."
  • "A systematic approach to branding in our products to provide consistency in people’s daily encounters with Google.”
  • "A refinement of what makes us ‘Googley’, combining the best of the brand our users know and love with thoughtfulconsideration for how their needs are changing.”


Maintaining their Google-ness

In their attempt to remain ‘Googley’, the design team made sure to retain the logos rotated ‘e’ as a “reminder that we’ll always be a bit unconventional.” Apparently the logo “will reflect this reality and show you when the Google magic is working for you, even on the tiniest screens”.

As wild and ‘out-there’ as Google’s rotated ‘e’ is, the more significant kook-up of the rebrand is the new multi-coloured ‘G’. When the ‘G’ stands alone, it does so in all Google colours: “The colour proportions convey the full spectrum of the logotype and are sequenced to aid eye movement around the letterform.”

Not only that, the ‘G’ is incorporated into the “Google Dots in Motion” graphic, designed to signal that Google is working: “The Google dots are a dynamic and perpetually moving state of the logo. They represent Google’s intelligence at work and indicate when Google is working for you.”

Then things get a bit weird:

“We consider these unique, magic moments. A full range of expressions was developed including listening, thinking, replying, incomprehension and confirmation.”

So, depending on what platform you’re accessing Google from and what function you’re performing, the graphic is supposed to form an appropriate response, reacting to what you’re doing.

Though we’ve tried to provoke these responses out of the search engine this morning by playing around with it, we couldn’t get Google to listen, think or reply to us. We’re yet to test the microphone function where the “magic” appears to predominantly happen, however, we’ll update you on that when we get there.

So why all the change?


As mentioned earlier, Google are making life truly uncomfortable for its users who hate change. We’re scared, we’re vulnerable and we don’t know who these Alphabet people are or what they want with our Google.

“Why are we doing this now?” In true Google fashion, they pre-empted the resistance to change and responded on their official blog: “Once upon a time, Google was one destination that you reached from one device: a desktop PC”.

“This isn’t the first time we’ve changed our lo