Google took on a new identity Tuesday. The Mountain View, Calif. company rebranded and took on a new logo that more closely identifies with a changing world. The change reflects a turning point in the company's history.
While the move comes about a month after creating the holding company Alphabet to support growth, the company calls the move reflects the way that consumers interact with technology. It echoes the transition away from one device, from a desktop computer toward seamless computing across numerous devices -- from smartphones to inanimate objects transferring data automatically from machine to machine, as well as inputs, such as tap, type and talk.
Google said it will stop using the little blue "g" icon and replace it with a four-color “G” that matches the logo. The new logos and icons don't just tell the visitors they are using Google -- they also show how the engine Google works, from a colorful Google microphone that helps identify and interact with Google whether talking, tapping or typing.
"This isn't the first time we’ve changed our look and it probably won’t be the last, but we think today’s update is a great reflection of all the ways Google works for you across Search, Maps, Gmail, Chrome and many others," wrote Tamar Yehoshua, VP of product management and Bobby Nath, director of user experience at Google. "We think we’ve taken the best of Google (simple, uncluttered, colorful, friendly), and recast it not just for the Google of today, but for the Google of the future."