Design & UX
Article

Does the New Google Logo Really Look Like Comic Sans?

By Alex Walker

Google doesn’t change it’s brand often, but when it does, it’s hard to ignore it. From search pages, to app icons, to browser tabs, it is a brand that is stitched into the linings of our online lives.

Yesterday the ‘Big G’ rolled out probably their biggest re-branding effort ever. Here it is.

Animation: Old logo to new

“I Shot the Serif”— Google moves to a geometric sans-serif typeface.

As you can see, the new logotype retains Google’s trademark colorful letterforms, but is now rendered in a sharper, slightly heavier san-serif typeface.

The color theme is pulled through to their square logomark too — the familiar white lowercase ‘g’ on blue back, is replaced with a new uppercase ‘G’ diagonally segmented into colored pieces.

That multi-colored ‘G’ seems more ‘googley’ to me than the white and blue ‘g’.

Designers Alex Cook, Jonathan Jarvis, & Jonathan Lee talked about their week-long design sprint on the Google Design Blog.

New 'G' logomark vs old 'g' logomark.

To me, the update to a sans-serif typeface seems to make more sense. Their former serif font — particularly that ‘reading-spectacles g’ — always had an older, bookish feel of romance novels and Bronte sisters. The new geometric sans-serif is much more of a happy engineer’s construction.

But What Does ‘The Internets’ Think?

Sifting through the press, Twitter and Facebook, there seemed to be two distinct streams of reaction:

1). Designers by-and-large like it

Connie Birdsall, Creative Director, for Lippincott said “Google’s new logo is elegantly simple but still maintains the fun and playful quality of the original design.

It’s really about much more than a logo and more about kind of a smart system” says Geoff Cook, founding partner at Base Design.

SitePoint’s own Design & UX writer Laura Elizabeth tweeted: “Yay I LOVE @google’s new logo. Lovely stuff

Wired called it “.. simpler, younger, and friendlier”.

But it’s not all ringing endorsements.

2). Many non-designers are wringing their hands.

Professional grump, Jon Gruber groaned: “Their old logo was goofy. This new one is simply garbage. Just right for a company with no taste”.

Public comments on the Official Google Blog include:

  • Went from a nice professional looking logo to a basic noring(sic) 1st grade font and you like it?
  • Yeuch…. not an improvement at all
  • Make that 2. The new favicon STINKS!. Hard to find on favorites bar

Another tweet by @desusnice insistedGoogle’s new logo is getting us closer to their eventual transition to comic sans”.

So… We know some people don’t like change.

Just not your type?

It’s interesting that many complaints portray the update as more unprofessional and childish than the previous incarnation.

'Google' in Harmonia Sans

‘Google’ in Harmonia Sans.

Although the Google design team tells us the ‘new logotype is set in a custom, geometric sans-serif typeface’, the letterforms closely echo a handful of very well-established typefaces, including Harmonia Sans (check that capital ‘G’), Twentieth Century and perhaps the godfather of geometric fonts, Futura.

Here’s a visual comparison of the new logotype with classic Futura.

The new logo overlayed with classic Futura

The new logo overlayed with classic Futura.

As you can see, there are some minor differences — that jaunty twist to the ‘e’ being an obvious one — but the major characteristics are all there.

Futura was designed in 1927 by Paul Renner and is one of the most evergreen and well-loved fonts ever created. The complete roll call of Futura’s famous usages would be a phonebook, but a quick ‘greatest hits’ list includes:

  • 2001: A Space Odyssey titles
  • The Social Network movie posters
  • Red Bull cans
  • Volkswagen ads
  • Louis Vuitton branding
  • The Apollo moon landing plaque
Red Bull, Louis Vuitton, 2001:a Space Odyssey, The Social Network, The Apollo 11 Moon plaque and Union Pacific (Clockwise)

Red Bull, Louis Vuitton, 2001:a Space Odyssey, The Social Network, The Apollo 11 Moon plaque and Union Pacific (Clockwise)

Those are some unbelievably elegant and upmarket usages. It’s hard to think of a document with more ‘gravitas’ than the moon landing plaque, while Louis Vuitton is the very definition of high-end refinement.

There’s nothing inherently crude or backwards about type with those characteristics. So, why is it that some people are reading a very similar Google font as ‘unprofessional’ and ‘like comic sans’?

I think it’s because the Google logo has been practically invisible for so long. Most of us probably first came across that Google logo 15 years ago. If you can remember those first 10 seconds you saw it — I won’t blame you if you can’t — I suspect you’d have thought this new search engine looked a little childish and unprofessional.

But, hey, that search worked really well, and a minute later you had forgotten about those pre-school colors at the top. You’ve been staring intently at the search box ever since.

Until today, that is!

A new font arrives and people see (I mean REALLY see) the logo for the first time in years. It’s a case of: “Oh my god! Google has been using kindergarten color schemes all this time and I nobody told me! Aaaaaaaaaaaaargh!!!

I calculate we have about 24-hours before the new logo goes back to being practically invisible to most of the planet.

I’m counting down in my head.

  • Ralph Mason

    It’s a clean enough logo, but has too much of a kindergarten look for me. I saw a photo of some of their other early designs for the new logo that looked much more interesting and adventurous: http://www.express.co.uk/life-style/science-technology/602375/Google-Rejected-Logo-2015-Redesign — Seems like a missed opportunity to do something more creative. Meh. As you say, we’ll have moved on by tomorrow. :-)

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  • http://uk.linkedin.com/in/karlbrownactor Karl Brown

    We spoke about the new Google logo at some length in the office yesterday, and came to the conclusion that it’s based on the alphabet magnets we had when we were kids. I also noticed that the way they’re using the colours makes some things, like their little mic image, difficult to view.

    I doubt this’ll go away that quickly; people love to complain about change, and this change is huge. Had Google wanted it as a quiet one they would have done it as a doodle for a few days, maybe linked to a set of alphabet magnets, and then just left it up.

    • wonkeythemonkey

      I disagree that this change is huge. It’s a relatively minor change. Here are the important things that have stayed the same:

      1) Text
      2) Color
      3) Size on the page
      4) Basic proportions

      If nobody had drawn attention to it, I think many people would have taken a long time to notice.

      What this change is is highly visible, which is why people are talking about it. But I agree with the author: people will get bored of talking about it relatively soon because nobody pays much attention to the logo when they use Google anyway.

      Speaking personally, having those familiar colors in the corner of my search results tells me what search engine I’m using, and that’s about the extent of my interaction with the logo.

  • http://uk.linkedin.com/in/karlbrownactor Karl Brown

    We spoke about the new Google logo at some length in the office yesterday, and came to the conclusion that it’s based on the alphabet magnets we had when we were kids. I also noticed that the way they’re using the colours makes some things, like their little mic image, difficult to view.

    I doubt this’ll go away that quickly; people love to complain about change, and this change is huge. Had Google wanted it as a quiet one they would have done it as a doodle for a few days, maybe linked to a set of alphabet magnets, and then just left it up.

  • Martin

    Bit of a misleading title, considering you don’t mention comic sans in the article…
    But I do like the new logo, never noticed the similarities as Futura before.

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    • http://sitepoint.com Alex Walker

      >Another tweet by @desusnice insisted “Google’s new logo is getting us closer to their eventual transition to comic sans”.

      I referenced this tweet above, Martin. I may have been being a little cheeky using it in the title, but I also feel like that tweet captured the general annoyance at the change by Joe Average.

  • wyattb

    Never noticed it before. Didn’t even know the ‘e’ was tilted, I guess the effect of the change was for me to notice Google. We may not like some of their doings (ie google+ and that new email inbox they are trying to push on us.). But the logo is fun, innovative and represents their nature. Nice logo including the Big G.

  • http://architect4wp.com Chris Howard

    I think it fills the brief, but lacks imagination and originality.

    Did they use the same designers as those who did the new Lenovo logo?

    A Futura-esque font, tilt the “e” to add a bit of energy and dissonance. Bingo. New logo.

    • bmarkovic

      Geometric sans is obviously becoming very vogue

  • http://sitepoint.com Alex Walker

    You could argue that the previous iterations were more refinements of the original brand, but true, they are changes too. Point taken.

  • usabiliTEST

    The smaller the new logo the more it looks like Comic Sans… I suppose the aliasing is playing some role. Did someone say ‘Elegant’? It’s a tall order when you use attempt to utilize 4 colors with 6 letters… Good luck Google.

  • CoryRs

    I think the playfulness of the colors and the mature nature of the serif font balanced out, while the new logo is all play. The serious tone is missing, and that’s what makes it look so childish. In the grand scheme of things, I honestly don’t care. I don’t use very many Google services, as I prefer Microsoft’s ecosystem.

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