I love the new Google identity. It&#x27;s a difficult rebrand, but the design direction and identity system is no surprise given the foreshadowing from Material and Alphabet. It&#x27;s not &quot;amazing&quot;, but it&#x27;s about as good as it gets for such a well known company with a humble design beginning. The original logo was so bad that anything new would be better. The new word mark no longer sticks out like a sore thumb in Material designs.<p>I think people hate the new word mark  because it&#x27;s so damn geometric. Geometric typefaces evoke rigidity, sterility and lifelessness. Perfectly circular &quot;o&quot; and &quot;g&quot; is also how many of us learned to write in primary school, hence many people&#x27;s comparison to children when criticizing the word mark.