One Reason Why People Hate the New Google Logo: Irrationality

The quality of discourse over the new logo has skewed toward the low social media standard, although there are some smart and introspective things to be said for and about Google's sudden shift.

One Reason Why People Hate the New Google Logo: Irrationality

Not that you're not already aware, but Google has a new logo. Here's what it looks like:


Bow before your new typeface overlord.

For comparison, here's what it used to look like:

Never forget.

As is natural when a major organization changes literally anything, the peanut gallery has been plenty vocal on whether or not they approve. Putting aside the silliness that is Twitter discourse, it's important to remember that change to a familiar sight is always going to be a major topic for discussion, and there's a good reason for this. We're irrational beings and our goofy reactions to stuff like this are worth an introspective glance.

Many of us have laid eyes on basically the same Google logo at least once a day for the better part of 16 years. That level of consistency means the familiar logo has become more than just something we interact with — in a way it has become a subconscious part of the self — pretty much the Holy Grail of corporate branding. As Erving Goffman would note, sudden shifts in self-perception necessitate a period of grieving, cooling, and analysis. So if anyone tries to approach you and say the changed logo isn't news, you can go ahead and smack them with a social studies textbook. 

But with that in mind, we should also acknowledge the irrationality of the outrage over what is, rationally speaking, an innocuous change. Achieving the aforementioned Holy Grail of branding requires the exploitation of the brain's irrational impulses. Designers strive to imbue products with personality, which is impossible in real life because they're inanimate objects, but is totally possible in our minds because we're wired to associate products with emotions. (As Wired wisely noted, that's exactly what Google is trying to do with the new logo -- communicate the company's soft, gentle friendliness).

I hate the new #GoogleLogo because it lost its loved character and replaced it with fridge #ChildrenMagnet look. #ChangeBack

— Herb De Mattos (@hdemattos) September 4, 2015

Massive 'Darth Vader' isopod found lurking in the Indian Ocean

The father of all giant sea bugs was recently discovered off the coast of Java.

A close up of Bathynomus raksasa

SJADE 2018
Surprising Science
  • A new species of isopod with a resemblance to a certain Sith lord was just discovered.
  • It is the first known giant isopod from the Indian Ocean.
  • The finding extends the list of giant isopods even further.
Keep reading Show less

Is it ethical to pay people to get vaccinated?

It could lead to a massive uptake in those previously hesitant.

Ian Forsyth/Getty Images
Coronavirus

A financial shot in the arm could be just what is needed for Americans unsure about vaccination.

Keep reading Show less

Every 27.5 million years, the Earth’s heart beats catastrophically

Geologists discover a rhythm to major geologic events.

Credit: desertsolitaire/Adobe Stock
Surprising Science
  • It appears that Earth has a geologic "pulse," with clusters of major events occurring every 27.5 million years.
  • Working with the most accurate dating methods available, the authors of the study constructed a new history of the last 260 million years.
  • Exactly why these cycles occur remains unknown, but there are some interesting theories.
Keep reading Show less
Surprising Science

Galactic wind from early universe detected

Researchers discovered a galactic wind from a supermassive black hole that sheds light on the evolution of galaxies.

Quantcast