Skip to main content

More About Google's New Visual Identity

Google Design's site has an interesting article about Google's new identity. Google's designers started by "distilling the essence of the brand down to its core" and built 3 elements that work on any platform: a sans serif logotype, the dynamic dots that respond to users and a compact version of the Google logo.



Some people said that Google's new logo is childish and it really is. "The Google logo has always had a simple, friendly, and approachable style. We wanted to retain these qualities by combining the mathematical purity of geometric forms with the childlike simplicity of schoolbook letter printing. Our new logotype is set in a custom, geometric sans-serif typeface and maintains the multi-colored playfulness and rotated ‘e’ of our previous mark—a reminder that we’ll always be a bit unconventional," mention Google's designers.

The dots are a brilliant way to convey the full Google logo in a Material Design approach. "The Google dots are a dynamic and perpetually moving state of the logo. They represent Google's intelligence at work and indicate when Google is working for you. We consider these unique, magic moments. A full range of expressions were developed including listening, thinking, replying, incomprehension, and confirmation."


Google now uses pixel-perfect SVGs for base assets and generates thousands of vector-based variants. For example, there's a version of the logo that's optimized for low-bandwidth connections and is only 305 bytes. Google's old approach was to serve a text-based approximation of the logo.

All in all, the new logo is more flexible, works better for devices with small screens and there's an animated abstract version. For the first time, Google's logo becomes a user interface control that communicates information and connects users to Google.

{ Thanks, Brendan Early. }
Labels:

Comments

Post a Comment

Popular posts from this blog

Women and children overboard

It's the  Catch-22  of clinical trials: to protect pregnant women and children from the risks of untested drugs....we don't test drugs adequately for them. In the last few decades , we've been more concerned about the harms of research than of inadequately tested treatments for everyone, in fact. But for "vulnerable populations,"  like pregnant women and children, the default was to exclude them. And just in case any women might be, or might become, pregnant, it was often easier just to exclude us all from trials. It got so bad, that by the late 1990s, the FDA realized regulations and more for pregnant women - and women generally - had to change. The NIH (National Institutes of Health) took action too. And so few drugs had enough safety and efficacy information for children that, even in official circles, children were being called "therapeutic orphans."  Action began on that, too. There is still a long way to go. But this month there was a sign that ...
Post a Comment
Read more

Benefits Of Healthy eating Turmeric every day for the body

One teaspoon of turmeric a day to prevent inflammation, accumulation of toxins, pain, and the outbreak of cancer.  Yes, turmeric has been known since 2.5 centuries ago in India, as a plant anti-inflammatory / inflammatory, anti-bacterial, and also have a good detox properties, now proven to prevent Alzheimer's disease and cancer. Turmeric prevents inflammation:  For people who
Post a Comment
Read more

Austerity-A Fancy Word for Destitute.

The reason for this post is not for the folks who have been caught in the first wave of personal economic hard reality, but the next wave. Regardless of the optimism espoused by grinning leaders and sycophant press, we are entering the final stage of global economic collapse. It began in 2008 and was forestalled for five years with fudge putty, but the weight of global indebtedness cannot be propped any longer and the final crunch is imminent. Austerity measures herald the final throes.  Indications of coming austerity.   Austerity measures are the final last ditch effort, futile or not! Back in the day many of us old-timers went through periods of "hard-times". In retrospect I realize there is no comparison to yesteryear hard times and today's version. Back then, expectations were never very high for the working class, there were no sophisticated systems or conveniences anyway. In fact the difference between being "set" or not was about having treats or not. Si...
Post a Comment
Read more