Google has unveiled a new logo by Anne Quito

Sayonara to the serif. Google has unveiled a new logo, marking the first major update to the design since the company’s launch 17 years ago.

Dispensing with their iconic serif look, Google decided to make the swap to improve its legibility across multiple platforms and screen sizes. “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,” explained Google’s Tamar Yehoshua, vice president of product management, and Bobby Nath, director of user experience, who co-wrote a blog post to contextualize the graphic update.

Google co-founder Sergei Brin designed the company’s first logo using the font Baskerville Bold. The logo has gone through several evolutions over the years, but the company had stayed true to the serif typeface, a unique and charming choice in the current reign of sans-serif fonts across the tech media landscape.

The redesign is derived from the design aesthetic of Google’s newly formed parent company, Alphabet.

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Google created a Doodle for all its audiences worldwide to announce the change.

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