Why You Hate Google’s New Logo

When Google first appeared, in the late nineties, it distinguished itself with a combination of intelligence and friendliness. Other search-engine sites were as cluttered and garbagey visually as they were inefficient functionally, simultaneously trying to sell and inform and bamboozle. AOL, with its goofy mailbox, bulky structure, and overpriced hand-holding service for the terrified, was obviously up to no good. Others—Yahoo!, HotBot, Netscape, Ask Jeeves, and so on—seemed well intentioned but were harder to parse. Google’s design, in comparison, was a revelation. It had true confidence. It didn’t need to pretend to be the post office or a butler.

More from Sarah Larson on the problem with Google going sans-serif.

Photograph by Justin Sullivan / Getty

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