11/27/2023 0 Comments Blue zoom logo aesthetic![]() Hence the introduction of orange, a secondary color in the color wheel. Answers may generate further questions, which will require further prodding. Search also implies a desire for deeper understanding. By typing a few words you hope to have access to all the answers, so you won’t miss the perfect answer for you. Primary colors, the basis from which infinite colors are created, is also analogous to search. Case in point: adding the “Are you feeling lucky?” button on the home page.įrom there, staying with the use of primary colors – red, blue, and yellow – was an obvious choice, as it is often used in early childhood development toys, such as building blocks which are particularly analogous to search (as an intrinsic building block to learning). When you play you have curiosity, you take risks, and you have fun in the process. Not play as in being childish or not sophisticated but play as a joyful thing. This whole idea of being afraid of interacting with the new technology was the kernel for introducing the idea of child’s play. I say this in jest, but it is not far from the truth. Most people were still wary of using the internet, with many afraid to push a button fearing their computer might explode. Everybody else was still using encyclopedias and printed reference materials. Google started as a service provided primarily for university students since they were the audience most comfortable with the internet. But the uniqueness of these letterforms allowed artists to create amazing illustrations where the Google logo always remained recognizable as their underlying structure. It is true that we looked at other fonts but what cinched it for us was the visual impact of the Catull letterforms when spelling out the word “Google” – the result was unlike anything out there.Īt that time, we didn’t know that the Google Doodles would become synonymous with Google, and how important they would be in solidifying the brand. When I came upon the font Catull, I loved the nod to traditional typefaces, but at the same time how the lightness, elegance, precision of its lines, and its proportions deviated from traditional serif fonts. That is why I searched for a typeface that on one hand evoked the traditions of the past while also being forward looking. The concept of continuity, with search at the very center of it. When you search for something, you are looking for past knowledge so that you can find an idea today for something that you’re going to do in the future. One of the things that came to me is that search is this point where past and future meet. That made choosing a font that would rise above those obstacles and reflect all the values and ideas behind the Google brand, as well as their product search even more important. Even when facing issues such as pixelation and lack of legibility, it seemed like there was no clear evolution of typography to fit the new medium.Įarly in the process we decided that we would create a logotype for Google, which meant that the logo would only use the letters in the Google name. And a love for clean designs in the 1930s gave birth to sans serif fonts.īut in 1998, when personal computers were just becoming the new writing tool, computer type was still in its infancy. The introduction of quill pens as a writing tool gave birth to cursive scripts. ![]() Throughout history new writing tools inspired new type designs – the chisels the Roman used on marble inspired the serif (wedge-shaped) fonts. In 1998 the computer had yet to find its typographical voice. And even though they were a startup, they wanted to stand out and make their mark – literally and figuratively across the existing landscape. They didn’t wish to follow the footsteps of any company out there. Their intent was to create a company like no other, with no desire to follow preconceived notions on how things were supposed to be done. What was the original vision and intent behind your logo design? What made you choose the colors, font, etc?Īs with all my work, the design process started with extensive and deep conversations with the clients, in this case Larry Page and Sergey Brin, to get a better sense for who they were, to learn more about the company they were building, who they were building it for, and what was their intent, and their vision.Įven at that very early stage, it was clear that their vision was long term. , we asked Ruth to share an in-depth, personal account of how her world-renowned logo came to be. ![]() She took their request seriously, and the result was an iconic logo that outlived design trends – and expectations. Ruth Kedar was an established designer and Stanford instructor when two Stanford students asked if she’d be willing to design a logo for their burgeoning startup.
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