Google Reinvents Identity with New Logo

The changes continue for Google. After the company’s restructuring into Alphabet, the tech giant makes waves yet again by updating its famous logo.


Evolution of Google’s Look

The 17-year-old tech company introduced its new logo that ditches the old serif look along with a video showcasing the evolution of how consumers use Google’s products and services, from search to navigation.

“So why are we doing this now? Once upon a time, Google was one destination that you reached from one device: a desktop PC,” wrote Google VP of Product Management, Tamar Yehoshua, and Director of User Experience, Bobby Nath. “These days, people interact with Google products across many different platforms, apps and devices— sometimes all in a single day.”


‘Identity Family’

The announcement isn’t just about the new logo. Google updated its iconic symbol as a way to introduce its new “identity family,” which showcases the different ways Google works for consumers, including on “mobile phone, TV, watch, the dashboard in your car and yes, even a desktop.”

“As you’ll see, we’ve taken the Google logo and branding, which were originally built for a single desktop browser page, and updated them for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type and talk).”

New Google Logo


The iconic small “g” symbol, seen on products like Gmail, will be replaced with a four-color “G,” which matches the new logo. The new design will soon roll out across all Google products, including Chrome, Gmail, Maps, Search, and more. This isn’t the first time the logo has changed, and it certainly won’t be the last, said the Google team.  “We think today’s update is a great reflection of all the ways Google works for you.”

More than the logo, this move by Google is its way of reinventing itself for the mobile era. It’s a reflection of how logos are supposed to be readable on all devices and screen sizes. The new design is also animated, and it’s not just for show. The four animated dots symbolize reflect how users interact with Google services in real time, whether it’s through tap, type, or talk. It also takes only about 305 bytes of data to load, which won’t be much of a problem for mobile users. The previous took ~14,000 bytes to load.

“We think we’ve taken the best of Google (simple, uncluttered, colorful, friendly), and recast it not just for the Google of today, but for the Google of the future.”

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