Google unveils new logo, branding

Google has unveiled a new look.

In a blog post Tuesday, Google revealed a trio ofdifferent "elemental states" of the logoin its traditional bright blue, red, yellow and green colours, targeted at different platforms, apps and devices:

• The word Google in a rounder, sans-serif font, replacing a thinnerfont with serifs.
• A large G featuring all four colours, which replaces its little blue "g" icon.
• Four perpetuallyre-arranging coloured dots that indicate when Google is working.

"We've taken the Google logo and branding, which were originally built for a single desktop browser page, and updated them for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type and talk)," wrote Tamar Yehoshua, vice-president of product management and Bobby Nath, director of user experience.

"It doesn't simply tell you that you're using Google, but also shows you how Google is working for you."

The new version ofthe full logo uses a custom sans-serif typeface that "maintains the multi-colored playfulness and rotated 'e' of our previous mark a reminder that we'll always be unconventional," explained Alex Cook, Jonathan Jarvis and Jonathan Lee of Google'smaterial design teamon the Google Design blog.

They added that the font is intended to combine the "mathematical purity of geometric forms with the childlike simplicity of schoolbook letter printing."

Although this will be the sixth time that Google has changed its logo since Larry Page and Sergey Brin formed the company, this marks the most noticeable redesign since it dropped an exclamation point that appeared after its name until May 1999, wroteMichael Liedtke of the Associated Press.

The new logo comes a month after Google announced it was restructuring and creating a holding company called Alphabet.

• Why Google is turning itself into Alphabet