It’s always hard, when you see a new version of something you’re accustomed, to be sure how much of your response is rooted in mere unfamiliarity, and how much has timeless validity, but I have to say I recoiled at Google’s new Gmail logo:
…which struck me as clunky, charmless, and not a patch on the old traditional:
A little googling revealed that I’m not alone. Probably the most interesting comment I came across was this one, from https://www.creativebloq.com/news/gmail-logo-google-workspace:
An excellent criterion, I thought, for a good logo: that it be impossible to confuse with anything else.
A recent project introduced me to this logo:
Interesting. I can’t decide whether I like it or not. (I’m sure this’ll have ’em on tenterhooks.)
You can see where it came from. They’re pretty much the inventors of ‘new law’, so it behoves them to be not just different but, well, different, if you see what I mean. And this does that, for sure.
- It’s distinctive – aggressively (or perhaps playfully…but certainly consciously, deliberately, calculatedly) far from the norm for the sector
- It’s clever – in the way it embodies the kind of subversion it’s selling, with its all-lower-case and inverted ‘i’
- It achieves the eternally tricky ‘confident, but not arrogant’ balance, with its ‘law redefined’ strapline
Indeed…there’s a lot to like about it. And yet…I can’t altogether escape the feeling that it’s just a bit, I dunno, cute? Just smacks of being a little bit pleased with itself. Arguably forgivable, given their sector dominance. But I wouldn’t be at all surprised if they dropped it in the not-too-distant.
The Big Question of course being, what next?