Today Google updated their logo and also several related icons and elements of their identity. My first impression was that removing the serifs left the logo looking cleaner, but that the overall feel was on the ‘childish’ side of ‘friendly’.

However, after reading about the main reason behind the change – bringing an identity designed for a single point of use (usually desktop) up to speed with today’s multi-device usage, the look makes more sense.

Interesting how a bit of background understanding can change your perspective about a piece of design! It’s often the images that grow on you instead of instantly striking you as great that have the longest lasting appeal.