Google's seen a lot of changes recently, and the latest came yesterday, when the tech company surprised everyone with their new logo. In one of the biggest changes since 1999, Google's new logo uses a simpler sans-serif typeface.

The new logo had to work well in constrained spaces and maintain consistency across many products, the company explained in a blog post. Many iterations of the new logo ended up on the cutting room floor. So how did Google do? We picked the brains of some graphic and type designers to see what they thought.

"They've chosen to emphasize every circle they could find, which is an effective way to create a friendly and approachable impression. But that makes the ‘l' stand out a bit awkwardly, being the only entirely straight shape. Being the only green letter doesn't help either, so it's tempting to parse this as 'Googe.' But they did well to retain this distinctive sequence of colors — they were the only way I could 'glance' this as being Google. I don't think this redesign speaks to any larger trend, because clean simplicity will always succeed, even if it doesn't excite. But I really hope this ‘e' does not become a thing." — Tobias Frere-Jones, type designer at Frere-Jones Type

"I would change the name to Goo. It's immediately recognizable and fits the technical criteria of taking up less space and reducing the bandwidth needed. Also: subhead: Goo / Holds the World together." — Milton Glaser, graphic designer

"Seeing the Google animation for the first time, I felt I was looking at a Paul Rand logo. The alternating primary colors, the name turning into a G and the playful pulsating dots, each by themselves recalled his Modern play principal. I don't know how long it will be until the animation gets tiresome, but it is a pleasure to watch it going through its cycle now." — Steve Heller, art director and journalist.

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