As of today, our internet overlords have had a new logo out for 15 days...and I am not ashamed to admit that it took me that long to decide whether I liked it or not.

I do not.

Now, when I say that I don't like their new logo, I am not just referring to my personal aversion to the new font they chose and the new multi-colored G. I am talking about the wider implications for their brand. Normally I am a huge fan of revamping tired branding, so I took some time to really consider what this new look means for the internet service that basically runs my life. Below you'll find the 3 main reasons why I am not a fan of the Google's new look.

Don't mess with a classic: Whiles it's true that Google has changed their look slightly a few times before (check them out in this awesome little video), the newest edition of their logo is a major departure from their norm in that it features a new font. Granted, the Google font was slightly different in the 90s, but ever since the company really started to expand their services in the mid 2000s, their logo has been consistent. With the advent of Gmail, Google Maps, Google Voice, and even Google+, by 2010 Google could be found anywhere and everywhere, all with that same blue G in their classic, slightly formal font. I look at it like Coca-Cola. Despite minor logo changes throughout the years, those swoopy Cs remain unchanged. Imagine if tomorrow you grabbed a can of Coke only to discover that their universally recognizable cursive had been switched out for helvetica. I can't look for that little blue G anymore when I want to use a Google product. The G now consists of 4 colors and the shape of the letter is different. For a company that has grown from a basic little search engine to a dictionary-worthy verb of it's own name, I am befuddled as to why they'd want to change the classic logo the built their empire upon.
They are too late for two-dimensions: Ask any graphic designer what's trendy when it comes to app design and they will likely spurt out "flat!". The trend was brought on with iOS 7 in 2013. Ever since then, app icons have been abandoning shadows, shades and emboss effects in favor of two-dimensional images with bold, flat colors. If you forget what year it is as often as I do, it may not have registered that 2013 was 2 years ago. Google is late to the game. As a company that is normally so ahead of the curve in the tech arena, it's almost embarrassing for them to be this late with a design trend. I think sticking with "Google Classic" would have been the smarter move here. No one likes the guy who was finally got the courage to grow a mullet in 2002. You missed the boat, dude, just move on.
Making this move now conflicts with their brand persona: This is what the official Google blog says on the new logo: "So why are we doing this now? 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...you expect Google to help you whenever and wherever you need it." Ummm, I got my first smartphone in 2010, so it's been roughly 5 years since I've been using Google on platforms other than a desktop. Google was already fulfilling my expectation of being where I need it when I need it. By citing this as a reason for a branding shift, Google is making themselves sound more out of touch than ever...something that directly conflicts with the cutting-edge, ahead-of-the-curve persona their brand has been cultivating for years. I am now wondering what else Google is behind on...what else do they not get?

So, in summation, if you are as large and ubiquitous as Google is and you are running late on a trend, it's better to stick with old school cool than to risk making a move that is no longer on fleek.