An award-winning art director says he's totally unimpressed with Google's new logo
Actually, maybe it's fairer to say the Emmy award-winning art director and designer fundamentally disagrees with it.
"Do I like the typeface? Sure. It's okay. I mean, they've never had a beautiful logo. They've never had a good logo," Victore tells Tech Insider. "And now they still don't."
On Tuesday, Google quietly released its latest batch of branding: a stripped-down sans-serif logo and new icons for Internet browsing tabs and the microphone function.
Here's the new homepage:
While graphic designer Debbie Millman lauded the beautiful minimalism of the new look, Victore isn't impressed. He says the simplicity is really just a mark of unoriginality.
"If they were actually a brave company, they could make a completely abstracted logo and everybody around the world would know it," he says. "But they don't need an intelligent, beautiful logo because they've got an omnipresent logo."
Victore says he's a fan of the Budweiser logo, with its flowing script, and the chunky blue and red logo of Chevron. Google's move away from the 3D curly-cue letters of past versions is another sign corporations want to be uncontroversial.
"I think when companies turn to modernism, there's a certain amount of fear involved," he says, pointing to the funky color palette and sans-serif font. But that's where the celebrations should end, Victore says. "The best thing they did was spell it correctly."