Reviewing Google’s new identity

Reviewing Google’s new identity

Earlier this month the tech giant, Google launched its new identity. Of course, when anything familiar is changed there’s bound to be critics, and this can be especially true with the people of the Internet. But for the most part, the new identity has received rave reviews and I for one think it’s fantastic!

The main reason for the change is that Google and its products are now interacted with on an ever-increasing variety of devices. From desktops, to smart devices, wearables, and voice technology, Google wanted an identity that would communicate clearly and effectively across all platforms. This is especially important if you consider that more Google searches take place on mobile devices in huge markets like the US and Japan.

The new identity consist of three major elements:

Google Logotype

The Logotype

The classic Google typeface has been modernized to a playful but clean and legible sans-serif typeface called Product Sans which will be used for all Google products going forward.

Google G

The Google G

Based on the G used in the logotype, the multi-coloured Google G is a compact version of the logo that will be used in small contexts. Although sticking to the same colour palette, the red, yellow, and green have been brightened slightly so all the colours are clearly distinct when viewed next to each other.

Google Dots

The Dots

Four animated dots are used for interactive, assistive, and transitional moments throughout the user experience. I don’t know about you, but I could watch these dots all day long. These simple dots have had a full range of expressions developed to visually communicate listening, thinking, replying, incomprehension, and confirmation.

All of this together creates a whole visual ecosystem that not only communicates but also engages the user along all points of the product experience. The new Google identity is a great example of how technology is forcing brands and the people creating or evolving brand identities to rethink how their brand engages users on the technologies of today and the technologies of tomorrow.