Larry and Sergey apparently liked the ideas, but thought they were a bit busy. There was also a design with a Chinese fingertrap. The Crosshairs were intended to represent the accuracy of Google's algorithm, but they make us think of target practice. Those that didn't make it still used the Catull font but some had different colours, and even icons such as magnifying glasses and target crosshairs. In 1998, Ruth Kedar (opens in new tab) produced a wide range of more radical designs for the Google logo. We saw one of them in our piece on the big brand logos that never saw the light of day. Of course, as with any brand, Google threw out many logo designs that never made it to use. The new Google logo caused a minor controversy initially, with some feeling that it looked childlike and immature, but the colours popped and it gave the company a more approachable look that could be replicated in other variations such as the multi-coloured G as its favicon and app icon. The search and now all-round tech giant dropped the last complication in its logo – the serifs – and went for a simple, thick, sans serif font, its very own Product Sans. If the 2013 logo was flat, the 2015 logo feels even flatter, if such a thing is possible.
It ran a week-long design sprint with Google designers that resulted in a host of icons and a very different Google logo. By now, Google was much more than just a search engine and it needed a logo that could form part of a wider visual identity system that would cover a wide range of products, from cloud services to email and Google Meet. The process involved was very different this time. The big change came in 2015, when we first saw the Google logo that its still in use today. The current Google logo wasn't a hit initially (Image credit: Google) Google logo history: May 2010 – September 2013 Even after that, the next couple of tweaks were relatively minor, as we'll see below, with the core design remaining the same until 2015. This one was a keeper remaining in place from to – an incredible 11 years. The shadow remained but it was more refined and the whole thing looked more professional and apt for a company that was fast on its way to becoming a tech giant. The exclamation mark was sensibly dropped and the typeface was switched to Catull for a more elegant and mature-looking logo. She experimented with a huge range of logos, but finally Brin and Page settled for one of the options that was most similar to the existing design. It was designed by the Stanford assistant professor Ruth Keda. This is the logo that many people will remember from when they began using Google at the start of the present century. Now we're talking! After its brief rebellious adolescence, the Google logo grew up in 1999. The Google logo reaches maturity (Image credit: Google)
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