I have already heard a lot of complaints of the new Google logo. But I would have to disagree.
Anytime change happens it take a while for the dust to settle, but once you can see everything, you then can start connecting the dots. The most common mistake we make when critiquing is forgetting about the brand as a whole and seeking to understand the “why." To do this we have to put aside our own personal taste and subjectivity. It is okay if someone doesn't "like" the logo or design, but they should come with a solid argument and an understanding of the brand. Of course, there are good design principles to live by and if a design breaks out of that, it is a designer’s sworn duty to call it out.
With the logo change for Google we need to understand where the company has turned the past few years and where it is going now. Bobby Nath, director of UX at Google, explained it this way: "Once upon a time, Google was one destination that you reached from one device: a desktop PC. These days, people interact with Google products across many different platforms, apps and devices—sometimes all in a single day. You expect Google to help you whenever and wherever you need it, whether it’s on your mobile phone, TV, watch, the dashboard in your car, and yes, even a desktop!"
In short Google has become humanistic, relatable, approachable, friendly, and part of the user’s everyday life. From the dawn of the computer tech industry, the challenge companies have had is to "project a tone and make people feel like they are more human and less about being in the guts of the computer,” (as Nate Clinton, director of product strategy at Cooper design, puts it). Google just wants to be your friend. The new typeface, called Product Sans, tells this story very well with its imperfections, misalignments, and its light, round, open form. Google has not only moved in with you but is going everywhere with you. Google is more mobile friendly then ever. Think of the rounded qualities of your fingertips with this new logo. It’s all about organic, round shapes. The bold new logo also preserves the old logo’s most recognizable element—the famous blue-red-yellow-blue-green-red color sequence. By stripping the serifs from letterforms, it makes life easier on everyone and creates less competition for hierarchy with the awry of brand colors. Removing the serifs also makes motion graphics that came with this latest release easier, with more fluid and smooth transitions.
The Google wordmark brought some family members along, the four-color dots and microphone, as well as the standalone “G." This "G" has the potential to become an heir to the Google kingdom. Not only did we get a new logo but we also got a new system leading to more opportunity for mobile adaptation.