Google's Alphabetized new logo is childish (who moved my cheese?)

New Google logo
Credit: Bobby Nath, Google director of UX, knowledge

Did I say “childish”? I meant “childlike,” obvs.

Google has a new logo. And a new house typeface. Plus some bouncing dots. It scales better for differently-sized screens, we're told.

Mathematically pure, childlike, simple, playful, magic, snappy -- these are the designery words used to describe the new visual identity of the Alphabet subsidiary. Cool story, bro.

Apparently, this is big news. Well, it's been top of the Google News page for almost a day (so make of that what you will).

Of course, people hate change. So cue the howling, raging and gnashing of teeth.

In IT Blogwatch, bloggers wonder where their cheese moved to. Not to mention: Smoke On The Water vs. Temperature vs. S.A.X... 

curated these bloggy bits for your entertainment.
[Developing story: Updated 8:51 am and 12:21 pm PT]


Aunty speaks peace unto nation:

Google has unveiled a new logo for its core search services [saying] the change was needed because people were now reaching Google on lots of mobile devices rather than just desktop computers.

[Google] said [it] would work better on the many different-sized screens through which people used or encountered Google and its services. ... Google last updated its logo in September 2013.  MORE


Mark Wilson's words (they're made from an alphabet):

[It's] sleeker, brighter, and for the first time, animated. ... Since 1999, Google has used a serif wordmark...Along the way, the company has tweaked letter spacing and removed the drop shadow. 

Now, Google has updated the logo with a sans-serif typeface (think Helvetica) that’s actually Google’s own creation. Called Product Sans. [Its] streamlined glyphs shrink down to tiny sizes with more legibility. [It] can read as well on a 2.5-inch Android Wear watch face as it does your 50-inch TV. ... Google also introduced an abridged "G" logo, itself rendered in the four colors.

The greater update, however, is that Google’s logo is no longer a static wordmark. ... When Google is called to action, the letters...transform into a series of four dots that morph and orbit with life.  MORE


Google's Alex Cook, Jonathan Jarvis, and Jonathan Lee tag-team to bring us this:

Last year we introduced Material Design to help designers and developers embrace an expanding, multi-device, multi-screen world. ... Since its inception, the Google.com homepage has been strikingly simple: The quirky, multicolored logo sits above a single, approachable input field on a clean white canvas [but] users now engage with Google using a constellation of devices.

[It's] a refinement of what makes us Googley, combining the best of the brand our users know and love with thoughtful consideration for how their needs are changing...combining the mathematical purity of geometric forms with the childlike simplicity of schoolbook letter printing...and maintains the multi-colored playfulness and rotated ‘e’ of our previous mark.

The Google dots are a dynamic and perpetually moving state of the logo. They represent Google’s intelligence at work...unique, magic moments...moving along geometric arcs and following a standard set of snappy easing curves.  MORE


But Harry "release the" McCracken tweets with faint praise:

New Google logo is nicer than new Yahoo logo and new Microsoft logo.  MORE


So Static and Noise checks it's not early April:

Seriously? That's like IKEA switching to a serif logo.

Very ugly to my eyes. ... Are we sure this isn't a joke?  MORE


And Brian waxes similar:

It's insulting to anyone other than children. Just another example of dumbing down American culture.

Who is the genius designer that came up with this? Seriously, I'm sure they spent days on this.  MORE


Meanwhile, John Gruber's opinion is, as usual, perfectly aligned with you-know-who:

Their old logo was goofy. This new one is simply garbage. Just right for a company with no taste.  MORE


Update 1: But Andrew Hill disagrees:

In its form, timing and intent, the latest rebranding looks clever. ... It is a subtle change that will leave Google neutrals unmoved, without upsetting Google obsessives who might have balked at something more radical.

Google says, again quite sensibly, that this “probably won’t be the last time” it changes its look. But other subsidiaries of Alphabet will have to grapple with the harder brand challenges in...physical products such as drones, driverless cars, balloons, turbines. ... Those challenges are only likely to multiply.  MORE


And Jack Self will speak for himself:

Google’s extreme rebranding strategy has...pre-empted any apparent need for change; and yet the new identity has strangely provided me with answers to questions I hadn’t formulated until now, the biggest of which might be whether the trend in so-called neomodern design is actually progressive or merely reactionary.

Neomodernism is a hybrid style, somehow embodying all the clarity of Swiss precision with the very American postmodern overreliance on branding and icons. ... It is an aesthetic perfectly suited to the current era, in which our lives are dominated by ubiquitous telephony and the proliferation of “smart” devices.

The Google font is called “product sans”, perhaps a tongue-in-cheek reference to the truth of the matter. Google is the internet and the product is you.  MORE


Update 2: Derek Walter looks to implementation details:

Google isn’t wasting any time putting its major logo redesign to work. The Google app for Android has an update that significantly reshapes the look and performance...on Android devices.

The interface has been reworked with bright white cards on top of a softer background. Swiping away cards also produces more animation than in the past. ... When you do a voice search, you’ll see the new animation and “G” logo...you’ll also see the magnifying glass morph into the logo when you scroll down.

Google’s splashy redesign is about more than just the logo. It’s a full-on rebranding of [its] identity. ... Look for the new identity to start showing up across its apps and services. As with Google Now, there may be tweaks in other Google apps right around the corner.  MORE


And Finally...
Smoke On The Water vs. Temperature vs. S.A.X.


You have been reading IT Blogwatch by , who curates the best bloggy bits, finest forums, and weirdest websites… so you don't have to. Catch the key commentary from around the Web every morning. Hatemail may be directed to @RiCHi or itbw@richi.uk. Opinions expressed may not represent those of Computerworld. Ask your doctor before reading. Your mileage may vary. E&OE.

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