What&#x27;s most interesting to me is not so much the logotype itself (which is nice; the tilted &#x27;e&#x27; is the perfect sans reference to the angled stroke in Catull), but that one of the top-tier identity components is a unified loading spinner.<p>While Apple, Facebook, and Microsoft all have their own branded spinners, Google has probably had both the most visually adventuresome and the most inconsistent spinners across all its products. Beyond unifying these, though, one can see this as a step past mere unification, and an attempt to take ownership of an unavoidable part of the cloud paradigm, latency. It&#x27;s a pretty interesting move in terms of branding-UX coordination.