23-09-2015
Google unveiled its new logo and echoed in the media around the world. The identity that we knew is still. But what changed? In General, we can say that while maintaining the distinctive colours of the company (red, blue, yellow and green), includes a new Sans Serif typeface.
However, the visual element is the result of work over several months. This is not only a process of change of logo, but also the brand identity: Google changed the way in which we interact with their products and perceive the brand.
History
In 2014, Google created material design , a tool for designers and developers understand how the brand consistently works on different devices and screens.
In August 2015, Google announced plans to create Alphabet : a holding company which brings together all companies formerly under Google , including the latter.
Before this change of paradigm -typical accelerated growth of products that the company and the changing needs of usability by the users- Google realized that you need to change your image.
Challenges of the new identity
In early 2015, the multidisciplinary team of Google drafted shortly UN UN defined the challenges of the new identity:
- A scalable brand that could convey the feeling of complete logo in restricted spaces.
- The incorporation of intelligent and dynamic movement v para achieve interaction with users.
- A systematic approach to branding in their products to provide consistency in the Daily Encounter of Persons with Google.
- A refinement of what makes them "Googley", combining the best of the brand A: careful consideration of how their needs are changing.
For carry out the process of change they started from the 4 colors and white background. The result m consisted of three basic states that make up UN logo alone:
- Typography Spend a capella, proving to be more modern, legible and scalable. Incidentally, it is closer to that used in the logo of the alphabet. The child colors Virtually the same, but slightly modified green, red and yellow.
- Dynamics logo abstraction allows Encouraging transitions between elements and interfaces. It is in constant motion, para Make it clear to the user that Google esta working.
- The "G" is taken as an element for use in confined spaces. It is based on the "G" logo again, but thicker. USA Same grid and the same colors as the icons of Google products.
