Google’s New Logo Is a Sign of Where the Company Is Headed

Google’s New Logo Is a Sign of Where the Company Is Headed

By Yuval Rosenberg

Google is shaking things up again, rolling out a new logo that indicates where the company is going even as it keeps the colored letters that have become so familiar. The company’s most significant redesign since 1999 does away with the old font and its serifs (those little lines at the end of each character) and replaces them with the same custom typeface used in the logo for Google’s new parent company, Alphabet.

The new look does more than just make the logo sleeker and more modern while echoing the newly created holding company. It also speaks to where Google is going — namely, its increasing presence on our mobile devices. Google’s Vice President of Product Management Tamar Yehoshua and Director of User Experience Bobby Nath explained the transition on the company’s blog:

“Once upon a time, Google was one destination that you reached from one device: a desktop PC. These days, people interact with Google products across many different platforms, apps and devices—sometimes all in a single day. You expect Google to help you whenever and wherever you need it, whether it’s on your mobile phone, TV, watch, the dashboard in your car, and yes, even a desktop!”

Related: 10 Biggest Tech Flops of the Century​

Google said in May that the number of searches on mobile devices had surpassed those on computers in 10 countries, including the U.S. and Japan. Its simplified new logo will load faster and read better “even on the tiniest screens.” And when six letters are still too much to fit on one of those tiny screens, the company will present a four-color “G” icon that matches its new logo, or four animated dots that morph into other forms; the swirling new feature is meant to “represent Google’s intelligence at work and indicate when Google is working for you,” according to a post on Google’s Design blog.

In other words, they’re a tiny bit of swirling fun that will placate you as you wait for your information to load — and remind you that you’re using a Google service and not some other company’s product. Together, the new logo, the new “G” icon and the colored dots are Google’s way to keep stamping its brand on our increasingly mobile world.

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Special Tax Break Zones Defined for All 50 States

Workers guide steel beams into place at a construction site in San Francisco, California September 1, 2011.  REUTERS/Robert Galbraith
© Robert Galbraith / Reuters
By Michael Rainey

The U.S. Treasury has approved the final group of opportunity zones, which offer tax incentives for investments made in low-income areas. The zones were created by the tax law signed in December.

Bill Lucia of Route Fifty has some details: “Treasury says that nearly 35 million people live in the designated zones and that census tracts in the zones have an average poverty rate of about 32 percent based on figures from 2011 to 2015, compared to a rate of 17 percent for the average U.S. census tract.”

Click here to explore the dynamic map of the zones on the U.S. Treasury website. 

Map of the Day: Affordable Care Act Premiums Since 2014

FILE PHOTO: A sign on an insurance store advertises Obamacare in San Ysidro
MIKE BLAKE
By The Fiscal Times Staff

Axios breaks down how monthly premiums on benchmark Affordable Care Act policies have risen state by state since 2014. The average increase: $481.

Obamacare Repeal Would Lead to 17.1 Million More Uninsured in 2019: Study

A small group of demonstrators stand outside of of a hotel before former South Carolina Senator Jim DeMint, president of the The Heritage Foundation, speaks at a "Defund Obamacare Tour" rally in Indianapolis, Indiana, U.S.  August 26, 2013.  REUTERS/Nate
© Nathan Chute / Reuters
By The Fiscal Times Staff

A new analysis by the Urban Institute finds that if the Affordable Care Act were eliminated entirely, the number of uninsured would rise by 17.1 million — or 50 percent — in 2019. The study also found that federal spending would be reduced by almost $147 billion next year if the ACA were fully repealed.

Your Tax Dollars at Work

White House Office of Management and Budget Director Mick Mulvaney speaks about the budget at the White House in Washington
REUTERS/Kevin Lamarque
By Michael Rainey

Mick Mulvaney has been running the Consumer Financial Protection Bureau since last November, and by all accounts the South Carolina conservative is none too happy with the agency charged with protecting citizens from fraud in the financial industry. The Hill recently wrote up “five ways Mulvaney is cracking down on his own agency,” and they include dropping cases against payday lenders, dismissing three advisory boards and an effort to rebrand the operation as the Bureau of Consumer Financial Protection — a move critics say is intended to deemphasize the consumer part of the agency’s mission.

Mulvaney recently scored a small victory on the last point, changing the sign in the agency’s building to the new initials. “The Consumer Financial Protection Bureau does not exist,” Mulvaney told Congress in April, and now he’s proven the point, at least when it comes to the sign in his lobby (h/t to Vox and thanks to Alan Zibel of Public Citizen for the photo, via Twitter).