Though it seems to have attracted quite a bit of criticism, I’m actually a big fan of the new Google logo. This article goes behind the scenes and explains the thinking behind the new logo. I think the new design meets all four challenges that they set out to address:
1. A scalable mark that could convey the feeling of the full logotype in constrained spaces.
2. The incorporation of dynamic, intelligent motion that responded to users at all stages of an interaction.
3. A systematic approach to branding in our products to provide consistency in people’s daily encounters with Google.
4. A refinement of what makes us Googley, combining the best of the brand our users know and love with thoughtful consideration for how their needs are changing.