Why did Google change its logo?

After 17 years as one of the most recognizable brands on the planet, we’re not the only ones asking why Google changed its logo.

It happened yesterday without much fanfare. Typically, when a brand goes through a relaunch, there’s a publicity campaign to accompany it. For instance, the Olympics rebrands itself every 4 years, and when it does, it dominates a news cycle or ten. With the Google rebrand, most discovered it when they did what they do a dozen times every day – by going to Google.

Lots of people have covered it. Even more have commented on it. This post on Brand New from UnderConsideration is the best breakdown we’ve seen so far.

From the Google post: “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.”
Read more from Google’s announcement.

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Caleb Germany is co-founder and writer at Agent. He didn’t like the new Google logo until Matt told him it why was good.