Recently named one of the logo redesigns that missed the mark alongside Airbnb, Bing, Yahoo, AOL and Spotify, Google’s new doodle has caused quite the stir in the tech community. Whilst a redesign was expected to make the brand more visually in line with the organisation’s new holding company, Alphabet, fans and foes of the search engine giant just aren’t convinced, but why exactly has the new logo inspired such disdain?
As an experienced web design agency serving businesses and individuals throughout the North East and beyond, we can see why messing with this familiar site is grinding people’s gears so much.
Bye-bye quaint typeface
The typeface, once reminiscent of the traditional font used in newspapers and produced by typewriters, has been replaced with one more suited to children’s TV show titles and fridge magnets. Whilst we’re all for Google taking the lead when it comes to its pioneering technological advancements, its previous old serif typeface gave a juxtapositioning nod to history, tradition and authority. The old typeface was sturdy to say the least, a trusted name, reputation and logo.
The logo itself follows the trends, something we’re not accustomed to seeing Google do, with its shift to a flat sans serif and muted palette favouring the neomodern design principles that are popular throughout today’s web design world.
Whilst it’s easy to say that Google has changed over the past 17 years, with its range of products only really becoming apparent upon its recent restructuring, the new look Google was something that caught us off guard. The reasoning behind the new logo – as many of us ask ‘why now?’ – is to improve engagement with Google products across a number of platforms, apps and devices (VP of Product Management Tamar Yehoshua’s words, not ours), so is it already achieving its objective? Only time will tell.
Learning from this design fail
Whether or not Google’s new logo can be classed as a design fail is yet to be seen, as whilst feedback so far is somewhat negative, predicting how users will react over time and how they will change their preferences is impossible. Whilst getting to know what your users / customers want and need from your brand and enlisting a web designer to share the latest and greatest brand know-how are two ways to improve your chances of success, something we can learn from Google is that there is no sure-fire route to a successful rebrand.