Analysis of the New Google Logo Redesign: Fonts and Colours

If there is still a straggler who has not heard about it, Google has redesigned its logo! A few weeks ago came out the new logo of Google, and how could it be otherwise the reactions were not long in coming.

Not so long ago, we talked about 5 examples of logos to inspire at Silo Creativo, among which we included to Google. But given its new redesign, it deserves special mention.

Before talking about the new logo of Google, we bring you some reminders about redesigning logos (in general.) 😉 As we always say, there are many different ways to make the redesign of a logo, so before redesigning yours, you have to do an analysis of what need to be changed. The redesign must adapt to the changes.

The example of Google is one of the best to explain this. In 17 years of history, he has had six redesigns, which clearly has adapted to design trends. But if we see them in isolation, none has been a substantial change between them (except perhaps the first.) The brand image is perfectly maintained, you know it is Google, but the logo however suits design trends.


In the present case, we assume that the company, in addition to seeking a redesigned logo, has changed its internal structure, so the new design had to be able to maintain the essence of time, but including changes to create a new framework.

Therefore, we can say it is one of the logos that has changed less since its inception, and with this redesign, even getting to create a new visual image with new graphic lines, it maintains the key points of the company.


Let us analyze it in topics that we like: fonts and colours! 🙂

New font: Product Sans

Although the font was varied in any of the redesign, if we must talk about a substantial change in the current redesign of the logo it is in this one. We moved from a font “serif” to a “sans serif;” a very rounded font that gives something different to the logo, saving its simplicity and purity appearance.

The logo gets rid of all the scrolls, so we can see a Google word with more body than the last. Each of the letters has the same thickness, being defined for perfect circles of the letters “o” and straight lines. It also maintains one of its characteristic features: the inclination of the letter “e.”


One of the reasons the change of font was effected is to improve the adaptability to mobile devices. We have spoken many times. It may not be necessary that our logo is responsive, but it perfectly suits all screens. If the font you are using only suits in 15-inch screens … you must ask yourself a redesign or otherwise make a responsive version.

In this case, with scrolls of the previous font, readability was not perfect on all devices and screens. So with this one, they get a clearer font where the message is not lost.

This new logo seeks to unify all products for what I consider the change of font a success. Perhaps the above version was starting to look a little dated, and it needed to find some that convey the same simplicity but being “clearer.”

Colours are dimmed without losing its strength

At this point the redesign has been even more subtle. The colours that characterize Google remain, and only are neutralized a bit taking some of the strength they had. The most radical change in the colours was already made in a previous redesign, which now only has sufficed an overhaul. If anything characterizes the Google logo is perhaps the insertion of the 4 colours that have become its hallmark.

That is why in his new redesign, colours gain more strength, finding them not only on the logo but also in elements like favicon, page loading…


It is natural, and as we always say our brand image must be in all elements. In the previous design, when we left the main logo, it missed all colours except for the blue, but in this case, the four colors are both on favicon and load elements…



As you can see we have a change toward new trends in which we leave aside the flat design to talk a little more about material design: a much more geometric and orderly font that fits in a better way in all electronic devices.

Although I consider a success the extrapolation of colours to all the elements, I also hope that it will not come to an abuse of them, but still appear in the background.

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