Google is right to rebrand: they are marking a period of maturity for the company, an embrace of the wider range of modes that people interact with its services, and a promise of expansion into new areas of activity. But by which criteria is reheated European modernism from the 1920s a good answer to this brief? Are there no shapes other than the most obvious geometric cliches to support a rich visual language and a compelling narrative? In 2015, I cannot imagine that monoline circles are the ultimate representation of pervasive, transformative innovation.
I don’t usually comment publicly on typefaces for brands, but the new Google logo struck me as a particularly unfortunate piece of design, not least because of the claims of functionality-driven design, so my apologies in advance to any friends and colleagues who were involved in this.