New Google Logo
2013 vs 2015
September 2015 was the date chosen by Google to release its new logo, after the August 11 of the same year announced the largest reorganization it has ever had in its history.
From his corporate blog, Tamar Yehoshua, Vice President of Product Management and Bobby Nath, Director of User Experience, explained that “… Today, people interact with Google products across a wide variety of platforms, applications and devices, to times from all in one day … “” … We have taken the logo and the Google brand, which was originally created for a browser page on the desktop, and we update them for a world of borderless use throughout an endless number of devices and different types of input “.
The new logo maintains the line of its predecessor, but using a sans-serif font with slightly less bright colors. In fact, the new logo looks like a merger between the old Google logo and that of Alphabet Inc. (a company of which Google is now a subsidiary). The new logo can already be seen on the homepage next to a Doodle that shows how the previous logo is deleted and the new one is drawn.
From the following link you can download the official Google PDF where all the details regarding the new typography created for the brand are included: Product Sans Specimen
There are more changes in Google, all to bring it in line with the new logo, another of them is for example the small G that was shown when users clicked the microphone, it is no longer blue, it is multicolored.
Despite not being the first modification in the Google logo, they expect the remodeling to be “… Not only for today’s Google, but for tomorrow’s Google”.
Making a more in-depth analysis of the new brand, what is most striking is what has already been commented on the change of typography. We went from the classical letter with serifs to a much simpler and more modern sans-serif (without serifs).
They are very geometric letters, based on circles. If we look, both the uppercase “G” in its entirety, as well as the inside of the lowercase “g” as the set of the letter “e” and obviously the letters “o”, all of them are based on a totally round circle.
At first glance, letter by letter, they maintain the same color and the same height, except for the letter “g”, which to accommodate the new style leaves the previous and characteristic shape, with a somewhat exaggerated height to go to have a “g” much more simple and geometric.
Finally, the letter “e” maintains its characteristic inclination, which gives the brand a fun and casual touch.
The thickness of the new logo is very balanced in conjunction with its white spaces, with its air. That is, if for example we look at an “o”, its thickness is very well balanced in proportion to the white space that remains inside. The same with the rest of the letters.
To our knowledge, it has been a very successful design change, which by the way, the brand was asking for shouts for years.
Now if the Google brand is completely in line with its business philosophy, with its young, modern and dynamic spirit that has been proposed to change the world for more than a decade, and it is getting there!
We wanted Google to be the third brand in our “collection” of History of the major brands because despite being relatively young, Google is already much more than a simple logo. One could even say that the word Google for many is synonymous with the Internet, and therefore its brand, the most associated with this medium.
Its success is due in part to the great potential of its technology always in progress, but perhaps, without its visual simplicity, it would not have reached where it has arrived, since in Google what counts is information.
Hence, the vast majority prefer to have Google as the home page and avoid other more overloaded search engines that end up tiring with the passage of time.
And is that the Google logo has become so familiar, it is so simple and friendly that it would seem impossible that it was otherwise. See the background of what is the current logo, it is almost like a “sacrilege” to our conception of the famous search engine.
The firsts years
In 1995 Sergey Brin and Larry Page meet at Stanford University and soon after begin working at the Digital Library Project at Stanford University.
In 1996 they began to develop a search engine called BackRub. This name is given because the greatest skill of this search engine is to analyze the back links.
In 1997 Backrub becomes Google. The first logo can be said little except that the genius and talent of Sergey Brin and Larry Page for programming did not shine in his artistic side.
Wikipedia: The name Google is a play on words between the googol number (the term improvised by the nine-year-old nephew of Edward Kasner, Milton Sirotta, in 1938, which represents 10 to 100) and glasses (goggles) .
A little later, in 1998, Sergey Brin designed this new logo that is already looking more like the current one, but still very far in its typographical features and subtlety of colors, which, although in essence and in the same order, are the current ones , they are still too much in the style of the html web colors of that time.
According to google.dirson.com those colors emerged from the pieces of Lego given the fondness of its founders for this toy, with which they made the first server and to which they have rendered a tribute with a commemorative logo on the occasion of their 50th birthday.
This “first” logo also had an abusive use of shadows, which gave it a somewhat amateurish appearance. Sergey used the GIMP image editing software to design it. You can see in this logo how it incorporated an exclamation point reminiscent of the emblem of the most famous portal of those days, Yahoo.
Ruth Kedar and the new proposals
It was in 1999 when Larry Page and Sergey Brin decided that it was time to change the logo of the search engine for another more professional, more worked and more visually attractive.
For this they contacted Ruth Kedar, a graphic designer born in Brazil but raised in Israel who was an assistant professor at Stanford University, who was commissioned to create a series of prototypes, among which they would choose the one that best suits them. I would like it
In the Wired magazine, Sonia Zjawinski interviews Ruth Kedar, who explains each proposal in detail. You can see the original article in English here.
In the image on the left you can see the evolution of these proposals designed by Kedar.
In the first proposal there is a predominance of blacks, with a typeface based on the famous Adobe Garamond, whose story we have already discussed in this previous article about the history of typographies. It is a very simple proposal where readability prevails.
In the second proposal is already used Catull typography, which would become part of the final logo, only with another “staging.” Black continues to predominate, which did not end up liking the founders of Google.
In the third proposal ITC Leawood typography is used using the “oes” as a synthesis of what would be the Olympic rings, as a metaphor that it was a world search engine “champion” that was shown in many countries and cultures around the world .
In the following proposals you will start to incorporate the color in all the letters and they will be proposals that will play with the letters in different ways, sometimes more gracefully than others. The order of the colors for each letter varies in these intermediate proposals.
The eighth proposal is as we all know the one that finally chose, that curiously, after so many turns with the colors, would finally be the same and in the same order as the original of 1998, only with a slightly more harmonized and modern nuance. Regarding that initial logo of Sergey of 1998 varies only in the type of letter, which as it was previously said is about the Catull typography and that it has a slightly more subtle shadow, eliminating the exclamation point as in all the rest prototypes.
Redesign Logo Google 2010 and 2013
In May 2010 Google launched a new logo subtly redesigned.
It maintained the same typography with a slightly greater thickness and the colors in essence were the same and in the same order, only with a more subtle nuance.
The main feature of this new redesign is that it eliminated the parallel shadow, and the shadows inside the letters themselves are also more subtle, which produces the sensation of a cleaner and more modern brand image.
In September of 2013 Google launches a new and subtle re-design, eliminating completely the interior shadows (or bevel effects) leaving a flatter look or “flat design” as it has been called this new trend that began to bloom at that time where the logos or icons of apps went from trying to simulate reliefs to have flatter and simpler forms.
The brand of Google is also characterized by how it has been transformed in a nice and fun way over all these years to commemorate numerous historical dates or birthdays of countless artists and scientists.
The most recent and famous transformation has been made for the commemoration of the 30th anniversary of the Pac-Man game.
But there have been many other transformations made in these years, always creatively calling us attention in those moments in which we want to use the search engine with “urgency” and we run into these pleasant surprises that for a moment make us forget what we wanted search.
These variations of the logo are called Doodles and Google has them very well filed with their date and description.
In the following link you can see the whole Doodles official collection:
You can track first years of google in this link from its tenth birthday http://www.google.com/tenthbirthday/#start
If you prefer the video format check here the logo history in the following youtube video.