Google’s new sign, how does it work? Here are experts’ judgment. – IDG.se

Google belongs to of the world’s best known and most valued brands. They have almost usurped color combination of blue, red, yellow and green. Now they’ve left unchecked serifs – those little feet available in some fonts – for a cleaner look.

But it has gone home with the experts? Pål Petterson works as a program coordinator at Bergs School of Communication and has a background in graphic design.

– Simplicity is evident, it is incredibly simplified that stands out the most. A linear, a font of kinship to the Futura, says Pål Pettersson.

The new logo is that it should work on any platform. With weaker connections could the old look completely different, more elongated and rounded. This should now get around. Wearables progress has also been one of the reasons for the change.

Actually, the three graphic elements developed: the whole logo, a row of dots and the letter G.

– The most interesting I think, is the four dots. It’s so incorporated with the colors, and it has stylisation becomes almost a language in itself. They also managed to find the childlike simplicity, but with mathematical and says Pål Pettersson.

When Google launched their new graphic elements was done in a very detailed blog post. The meticulous work to develop new fonts, the space between the letters. How did the ideas of the different platforms and what conveys the colors. Increasingly based on employees’ painstaking work.

Read more: here Google’s new sign

A very consciously option, says Eva Ossiansson, branding researcher at Gothenburg University.

 

 - It has been careful to describe how the process went and lifted the employees. It shows what focus they have and that our employees are an important part of the brand, she says.

 

 She thinks that the new logo of the times, it is simple, without in any way being revolutionary. But also that there is a reliance on the significance of a new log is, for the average person to play it rarely any significant role. However, it may be important for the company to innovate.

 

 - We are so controlled that it has with the external communication to make, but it is as much internal. One way to demonstrate how employees are involved in building the brand, how it is built from within. And it is more crucial than how it looks. What now fills the brand with, both internally and with customers, says Eva Ossiansson.