The new logo retains the rainbow of colors but sheds the grownup curlicues: it now evokes children’s refrigerator magnets, McDonald’s French fries, Comic Sans. Google took something we trusted and filed off its dignity. Now, in its place, we have an insipid “G,” an owl-eyed “oo,” a schoolroom “g,” a ho-hum “l,” and a demented, showboating “e.” I don’t want to think about that “e” ever again. But what choice do I have? Google—beneficent overlord, Big Brother, whatever you want to call it—is at the center of our lives. Now it has symbolically diluted our trust, which it originally had for all the right reasons. […]
When Google first appeared, in the late nineties, it distinguished itself with a combination of intelligence and friendliness. […] The logo was a key part of this. The design, like the site, didn’t patronize or manipulate—it said, Relax, we’re reasonable geniuses, the smartest possible combination of man and machine. Let us find what you need.