Personally, I like things to have some depth. I will always prefer John Green to Ryan Lochte and a deep ocean to a kiddie pool.
But apparently, tech companies like Google and Apple disagree. They are moving toward aesthetics that lack dimension. On Sept. 19, Google introduced a new logo. You may not have noticed it because the difference is subtle, but the colors are slightly muted, and the letters are flatter.
This is the first time the company has revamped its logo since 2010, when its colors were brightened and some of its shading was removed.
The recent update to the logo is joined with a redesign to Google’s navigation bar. Instead of the black bar, Google has reorganized its platforms onto the same grid that is seen on the Android.
In Google’s official blog, the company said, “We’ll be rolling out this update across most Google products over the next few weeks, so keep an eye out and let us know your thoughts.”
My thought is the look of Google’s new logo is similar to that of Apple’s new iPhone. The iOS 7 software upgrade, which came out Sept. 18, launched shockingly different apps that sport less of a 3-D effect and a more basic color scheme. The design is playful — almost like it came from a child’s sketchbook.
This movement toward more modern and simple shapes and tones seems to have influenced both companies’ design choices. However, not everyone is accepting of this direction.
UF biology freshman Giovanna Sutherland, 18, said she liked the old Google logo better. She favored its shading and deeper colors.
Some people don’t see the difference to Google’s search page.
UF horticultural science junior Darius Warner, 20, said he remembers someone telling him that the company changed its logo, but it looks the same to him.
“Large news is being made about something insignificant,” he said. “I think it is a little pointless — sort of a publicity stunt.”
UF social media specialist Bruce Floyd said companies only change their logos slightly so they will still be recognized and associated with their brands.
Google is doing just that.
As Fast Company wrote, “Google is now imbuing everything it does with the sort of effortless panache that the tech world once associated only with Apple.”
A version of this story ran on page 7 on 10/3/2013 under the headline "New tech designs tend toward simplicity, go unnoticed"