This is probably to balance out the logo (you have that luxury when you know what word you’re typesetting), but also notice that terminal of the stroke in the descender slants out a bit. This, once again, makes it more readable at smaller size, while carrying the more “friendly” theme. If you imagined them as faces, Futura would have a devious grin, while Google’s “e” is laughing hysterically.įinally, the lowercase “g” doesn’t descend as far below the baseline. You’ll notice that the “e” also has a larger aperture.
The crossbar is slanted up, which is typical of most “Humanist” typefaces, and is a throwback to hand-scribed letterforms that predate printing. Again this makes the forms more friendly-looking, and makes it read better at smaller sizes. The “aperture” of the G is more open (note the top stroke ends sooner).This opens the counters in the letter, which makes it feel a bit more like a “grin.” This more open counter also will be more readable at smaller sizes. The crossbar in the G is slightly higher, and longer.The most important tweak is to the big “G,” which is now the basis of Google’s favicon, and will appear throughout their properties. (The new logo is in bold colors, while the lighter colors are pure Futura.) How is Google’s new logo different from Futura?īelow, you can see the subtle differences between Google’s new logo, and what that logo would look like if it were purely set in Futura. It gives it a mathematically precise look to the point that it can even be a little stale.īut, Google made some subtle but powerful changes to the typeface to suit the image they were looking for.īy examining these, you can gain an better understanding of the common logo-design practice of tweaking a typeface. Given the conflict that little pixels can sometimes have with subtle forms, like those in Garamond, this move to a sans-serif typeface makes sense for “tiny screens.”Īt first glance, the logo looks to be set in Futura, a common go-to which was designed by Paul Renner in 1927.īut, if you look closely, you can see that it’s NOT exactly Futura.įutura is about as “Geometric” as a typeface gets. Today we’re introducing a new logo and identity family that reflects this reality and shows you when the Google magic is working for you, even on the tiniest screens. Google announced a new logo redesign today (September 1, 2015), citing that the platforms on which we interact with their products are now more diverse. It’s a best-seller (#18 on all of Amazon). Visual Design Course | White Space Course What Font is the New Google Logo? - Design for Hackers What Font is the New Google Logo? - Design for Hackers
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