Earlier this month, Google made waves by revealing its biggest logo update since the turn of the century. Since its infancy in 1996, the industry giant has changed its face several times.

Taking a look at these iterations through the years, and the likely motivations behind them, offers a great study for logo designers who want to understand how and why trends evolve.

So here's a brief overview of each version over the years, and a some designer focused analysis of the new look.

1996

Did you know Google used to be BackRub? It's easy to see why they changed it – "Can you quickly 'BackRub' something for me?" isn't nearly as catchy, and probably would have led to many an awkward HR intervention.

1997

Changes

• The company's name was changed to Google (a creative spelling of the mathematical term "googol", which indicates the number one, followed by one hundred zeros).
• Logo uses bright colors, curvy alignment and has a perspective.

Why?

• The name was changed to signify that the search engine was intended to provide large quantities of information.
• What should be noted is, search engines and online content were at the early stages of being produced. It has taken us more than two decades to understand graphic design in the tech world, so any type of logo would have been good at the time, as no discernible trends had emerged.
• Google's beginnings were starting to take shape on the servers of Stanford University, so a more marketable name and brand identity were likely required.

1998

Changes

• Refined logo created by Google co-founder Sergey Brin, who used the open source image editing suite Gimp.
• Serif typeface.
• Typeface facing us vertically.
• Created depth with shadow on a white background.
• The lettering colors changed to a more toned-down version of themselves.

Why?

• Have you seen the first logo...?
• No seriously, Sergery Brin wasn't happy with the previous logo, so he made a better one.
• As computers with internet access became more ubiquitous, consumers were excited about the future of technology. A futuristic-type 3D logo may have reflected that trend.

1998

Changes

• Exclamation point.
• A distant drop shadow.
• Different color iterations.

Why?

• The drop shadow invokes a 3D effect and floats on what is seen as a flat, white, blank page.
• The exclamation point is similar to Yahoo's logo, which at the time was the most popular starting point for web users, so this may have been an attempt to closer align with the industry leader.

1998-1999

Changes

• Placing an uppercase, grey, serif font with the words "BETA" under "le!", aligning it so it fits in the gap of "g".

Why?

• To show the world google has become google.com.
• Using grey shows the 'beta' is not part of the official brand name.

1999-2010

Changes

• Different color iterations were produced, but the new design was still strongly reminiscent of the previous logo.
• Typeface changed to a serif font known as Catull, which features slightly slanted "o's" and a playfully askew "e", giving it a sophisticated look with a bit of cheekiness thrown in.
• Texture and shading of each letter.

Why?

• By 1999, Google was becoming the high and mighty force we know today, necessitating a brand that strongly differentiated itself from competitors while still communicating their unique vision and personality.
• The color pattern was chosen to focus primary on colors with just a splash of secondary color, as "Google doesn't follow the rules" according to the logo's designer Ruth Kedar.
• In regards to the texture and shading, Kedar believed the change would bring "both weight and lightness. It is solid but there is also an ethereal quality to it," she said.
• Playfulness and simplicity were key for this logo, and it avoided any direct "search" connotations, meaning Google would be free to use the same design even as they expanded across other industries.
• The floating effect of the logo was a fairly common trend among web design during that time.

2010-2013

Changes

• Brighter colors.
• Subtle shadow reduction.

Why?

• Still wanted to keep their original logo, but make it look more polished.
• In this iteration we can see the growing trend toward more simplistic designs over the 3D effects and heavy shadows that reigned supreme before flat design came on the scene in 2010.

2013-2014

Changes

• Change to a typical flat design Logotype.
• Softened angles.

Why?

• The logo was now easier to read at smaller sizes, following the principles of flat design, which had become (and still is) the foremost trend in web design
• Cleaner and more browser friendly, reading much sharper regardless of screen resolutions, which was especially important as Google had evolved from just a search engine to fulfilling many functions on many devices

2014-2015

Changes

• In 2014, a slight tweak occurred, where Google adjusted the kerning so the letters are more evenly spaced out, moving the "g" one pixel to the right and the "l" pixel down and to the right.

Why?

• Having the perfect spacing between letters makes the logo look clean, crisp and finished, and reflects a greater understanding of interfaces.
• Creating a perfect logo is a really hard task, and while most consumers may not even have noticed, perfectionists and design buffs could finally rest easy.

The New Look

Changes

Google's brand identity is now defined by having three elemental states.

• More minimalistic and modern.
• From a serif to a new sans-serif typeface named "product sans" – combining geometric forms with childlike letter printing. This typeface is quite similar to Futura, but the upper and lower-case "g" have slightly different properties.
• Logotype still retains their distinct multi-color sequence and also the rotated "e" – still showing that they are a bit unconventional.
• Red, yellow and green colors have been adjusted to become more vibrant.

• Using the same distinct multi-colors.
• Four animated dots that have a dynamic animation for any interactive or transitional moments.

• What used to be a lower-case blue "g" icon is now a four-color upper-case "G" to match the logo.
• Using the same G from the logo with increased visual weight to make it visible in all devices. The colors are all in proportion to the logo.

Why?

• Changes needed to be made as the criteria of identifying the brand and making it scalable allows consumers to interact with Google differently across various platforms. It more accessible and useful to a new class of devices.
• The new design is more unified across all platforms, creating a stronger visual identity and thus a stronger brand.
• Google, like any other brand, is trying to focus on the best UX (user experience), creating memorability and easy identification.
• Tech companies have been strongly moving toward sans-serif typefaces to show that these days, technology is simple and modern.

The new Google identity reflects a major turning point for the company, as it moves to a new business model under parent company Alphabet. Being the trend-savvy, ever-evolving company it is though, we can be sure to see this design also continue to move with (or against) the trends and avoid ever becoming stagnant or old.

Want More?

Google has beena front-runner of design and business innovation for a long time, so naturally we've kept up regular analysis. Check out these other Google-y articles:

5 Ways to Pimp Your Office Like Google

Microsoft, Apple, Google Embrace Flat Design

Top 20 Google Logos of 2011

Written by Divya Abe on Wednesday, September 16, 2015

Divya Abe is an expert graphic designer ready to share her knowledge with the crowd. Besides spending quality time on the internet she enjoys anything to do with cats. Get in touch via Google+.