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Google announced a new logo redesign today (September 1, 2015), citing that the platforms on which we interact with their products are now more diverse. 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. At first glance, the logo looks to be set in Futura, a common go-to which was designed by Paul Renner in 1927.
But, Google made some subtle but powerful changes to the typeface to suit the image they were looking for.
By examining these, you can gain an better understanding of the common logo-design practice of tweaking a typeface.


Below, you can see the subtle differences between Google’s new logo, and what that logo would look like if it were purely set in Futura.
Product Sans is clearly heavily influenced by Futura, which was designed by Paul Renner in 1927. There’s hardly such thing as a totally original font, so naturally, there are other fonts that resemble the Google logo. Aside from Futura, Google’s logo resembles Relish Pro, (although, Relish Pro has a notably smaller x-height).
Again this makes the forms more friendly-looking, and makes it read better at smaller sizes.


It’s a logo, and usually logos (at least for a big company like Google) have some customizations to them. This is one of those rare cases where you know exactly what letters will be displayed, so the designer can balance the letters how they see fit.



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