Recently Google changed its logo, and well like anyone else I also loved it. I went over quite a few article and also watched the video which talked about Google transition from ‘Blue lines’ to this new ‘Serif “Free” Logo’!Wait a second…”Serif Free”? What does Google and its new logo has to do with it…actually a lot!
Before I go in more detail; did you ever happen to open Google on a low bandwidth internet connection –
If you are using a low-bandwidth connections you would see not the image version of the logo but a close text approximation which is created using SVG (Scalable Vector Graphic), Actually SVG is the best file format, and more and more logos are now appearing using SVG.
In the above image the one marked as SVG is for low bandwidth!
How much Google pays attention to detail and being ‘Pixel Perfect’ which actually is a learning for Product Managers, Designers, and UX researchers; read this:
The new design allowed Google to optimize the assets for its size and latency.
This new logo actually is of only 305 bytes where as compare it with older one – 14,000 bytes! Now this is the reason why Google for slow internet connections served a text version of the logo. This is amazing thinking!
This is how it works after the new logo came in to picture:
So Google actually got rid of Serifs. Serif actualy has tiny decorative lines attached to the edges of many of the letters which help your eyes with readability when you’ve got a lot of text. But serifs are not as useful on text that needs to be shown at many different sizes, like: Logos!
They also don’t scale; if you ever happen to see the ‘g’ fav icon; you would easily resemble it to 8; the more you shrink ‘Serif’ the more spindly letterforms start to disappear, and when it’s really tiny, it’s essentially useless.
Fonts says a lot! So do I love them 🙂
Read more: https://design.google.com/articles/evolving-the-google-identity/