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!”
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.
Top Reads from The Fiscal Times
- Why McDonald’s could Suddenly Be Responsible for Millions of New Employees
- The 10 Worst States for Property Taxes
- U.S. Companies Are Dying Faster than Ever
“Tax revenue as a percentage of gross domestic product is expected to be 16.5 percent next year. The long-term average in a full-employment economy is 18.5 percent of GDP; if revenue were at that level for the coming decade, debt would be $3.2 trillion lower and the 10-year fiscal gap would be halved. Returning to past revenue levels, however, will be inadequate over time, because an aging population will increase Medicare and Social Security costs. This need not pose a problem: Revenue was roughly 19 percent of GDP in the late 1990s, and economic conditions were excellent.”
– Former U.S. Treasury Secretary Richard E. Rubin, writing in The Washington Post
“You … often hear the claim that a lot of tax cuts will ‘pay for themselves,’ that they’ll cause so much additional economic activity that the revenue feedback from that activity will fully offset the direct revenue loss caused by the tax cut so that you end up making money for the federal government, or at least not losing any money. Now, of course that is theoretically possible and it would happen at extreme rates. I mean if a country had a 99 percent flat rate income tax and lowered it to 98 percent, I believe that they almost certainly would collect more revenue at the 98 percent rate than they did at the 99 percent rate. But the idea that this type of effect would occur at today’s tax levels just requires responses that are much bigger than statistical evidence would support and I think much bigger than common sense would indicate if you just ask people how they themselves would react to the tax cut.”
It’s summertime and the driving is anything but easy if you want to get to your favorite beach or mountain cabin for a well-deserved break. As lawmakers consider a plan to raise federal fuel taxes by 15 cents a gallon, here’s a look at the current state-level taxes on gasoline, courtesy of the Tax Foundation:
The New York Times’ Jim Tankersley tweets: “In order to raise enough revenue to start paying down the debt, Trump would need tariffs to be ~4% of GDP. They're currently 0.2%.”
Read Tankersley’s full breakdown of why tariffs won’t come close to eliminating the deficit or paying down the national debt here.