Google recently changed its logo a little. Now they’ve changed it a lot. And it’s actually a heck of a lot better, too. I kinda love it.

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The idea here is that Google doesn’t need as much of logo anymore as it needs a constantly morphing identity that can quickly resonate across mediums, from smartwatches to apps to browsers. So yes, the typeface is changing (and not a moment too soon, gosh that thing was ugly), but there are also some new elements, some of which can be animated:

From the Google blog:

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. As you’ll see, 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).

Co.Design got the scoop on the logo’s first major redesign in 16 years, which includes a new custom typeface called Product Sans. Yes, Google is going sans serif (RIP serif) but it’s for functionality, not just looks:

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Now, Google has updated the logo with a sans-serif typeface (think Helvetica) that’s actually Google’s own creation. Called Product Sans, we got a first peek of it in the company’s Alphabet logo, and at a glance, it undoubtedly looks more modern than the old alternative. But sans-serif typefaces are popular on these days for another reason than some attempt at dot com cool: their streamlined glyphs shrink down to tiny sizes with more legibility than the more ornamental serif lettering. And so Google has created a logo that can read as well on a 2.5-inch Android Wear watch face as it does your 50-inch TV playing Chromecast.

This makes so much sense. Much of the way that we “Google” things in the future will not be about pecking some words into a tiny text box under a big logo. The colorful “throbbing dots” are actually something that we’ll be seeing a lot more due to more voice-activated commands. Google is listening to us ask questions now, and doing the thinking for us. And as a company it’s delivering a whole lot more than search results.

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[Co.Design, Google]

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