The Blandification of Scalable Logos

Google introduced a new logo today.

The memory of charm, but quite efficient.

At first glance, it seemed exceedingly bland to me; the longer I look at it and a new font that's related, the more I think they made a series of good choices. It's still bland, but it's a well-thought-out bland that makes sense for their company.

Google has never had a strong design sense; Android developed one when Google hired Matias Duarte, who helped bring style, simplicity, unity, and some pizzazz over there. He art directed the creation of Roboto, a bespoke Android font, designed by Christian Robertson. I had the same reaction to Roboto as I do here.

It runs the gamut from a to b.

It runs the gamut from a to b.

His involvement with the new logo seems remote (he congratulates the team and his name isn't on the designers’ post), but it was clearly informed by similar principles. The logo was developed alongside a new font, Product Sans (Product Sans!), which is also the basis for the Alphabet holding company's logo. (There's a downloadable PDF specimen sheet of the full font.)


When Yahoo introduced a new logo almost exactly two years ago, I was quite contemptuous about it, because it looked bad in a way that any non-design person could see. From the graphic design perspective, all the rationale that Yahoo created around the logotype's design process and final result were nonsense. They had thrown away hundreds of years of understanding about legibility and communication in their pursuit of rationalizing a poor process that started from scratch. (I'm thinking specifically about stroke widths and kerning, which they got completely wrong on the perceptual side.)

Google—well, they did it right. The final result isn't arbitrary. The new logo is purpose built: it carries corporate history while shedding the naive, amateurish (but charming and disarming) details of their longest-running company mark. The redesign is still absolutely Google, while being optimized for legible display at many sizes and for many uses. Having a set of the logo, four colored dots corresponding to the logo's colors, and a single G mark that incorporates those four colors gives them a lot of flexibility and consistency across many platforms and uses. The design team's description of its goals and how it achieved them is solid and even admirable. It's not a series of compromises and justifications that got them here, but a number of constraints in the design brief.

One of my favorite typefaces is Kabel, designed by Rudolf Koch, one of the greatest modern type designers. You can see a little taste of Kabel in the Google logo: the tilted bar of the lower-case e is absolutely characteristic of Kabel and rarely seen elsewhere. More generally, Product Sans reminds me of a blend of Futura and Gill Sans with the idiosyncrasies of both steamrollered out.

Many typefaces still in wide use were designed for books and newspapers, and while adapted to the medium of the web, still haven't caught up with what's needed for mobile. The designed-for-screen fonts of the late 1990s and early 2000s lag because they were born when screen displays were far below today's retina-and-beyond densities. New faces don't need to be bland, but faces with a broad and custom purpose like this will be less interesting and less quirky than those intended for general reading.

Unlike Yahoo, which lacks a mobile platform (though it designs beautiful, highly functional apps), Google needs a font that works everywhere in an ecosystem that has a ridiculous number of screen sizes and densities, devices and intents, and which also has to deal with bandwidth and computational rendering constraints.

I'm not in love with the new logo or Product Sans, but I respect how they made it. Inoffensive can be a design goal for a company.


The Social Tandem

The social tandem contains no more than two members at any given time. It is a chat room that two invited parties participate in. There are no identifiers, except what the parties decide to reveal. The conversations are streamed realtime on the public site and archived.

At any time, there are two participants. Each participant's session remains active for ten minutes, offset by five minutes with the other. Thirty seconds before the end of a session, the system provides a reminder and an increasingly frequent countdown. Thus each participant has encounters with two people. All interactions are in-band, meaning any information they wish to reveal is public.

Participants apply to be placed into queue. It costs a nonrefundable $5 to be placed into queue and requires a valid email address to validate one's hold position. Queue positions are determined randomly and automatically and open up continuously across all hours of the day. Email is sent 12 to 24 hours ahead of one's queued position. One may post the time one has been offered to let others watch and know it is you. You may defer the queue slot offered free of charge and you will be offered another no sooner than 24 hours later.

As demand ebbs and flows for slots, the fee will dynamically adjust. One may sell slots privately, as the slot will be triggered by a code, not an account. Secondary markets are welcome and encouraged.

People may discuss anything. Material deemed offensive or of a private or sensitive nature may be deleted from archives or turned over to law enforcement. IP addresses will be logged. Confirmation email addresses will be stored for a relatively short period of time, no more than a month or so, and then permanently deleted from active storage and backups.

There are no guarantees implied or otherwise.

Approaching Halfway with Kickstarter

The Magazine: The Book is nearly at 50% of the goal we need to make it happen.

Kickstarter campaigns can follow a few arcs.

They can flatline, which is about 20% of them, last time I was able to get statistics. 20% of all projects approved by the company get no bids. Another 20% get less than one-fifth of the way to their goal amount. 16% of all projects fail between about 20% and 50% of the total amount they plan to raise.

But at the halfway mark, when you raised 50% of your total, the odds are pretty dramatic: 97% of Kickstarter projects that fund halfway proceed to fund fully by the end of the campaign.

We're about 48% of the way to our total, and I'm confident that, as we hit our last 12 days, we'll start to see some steam as people both see that it's coming to a close and it's not fully funded. It's an exciting thing, and daunting, and nail-biting. But we'll get there.

The campaign is to make a hardcover book of some of the wonderful stories that reporters and essayists wrote between October 2012 and October 2013 (and an ebook as well). The reward for pledging is the book! (And more.)

The campaign covers all the costs of paying for design, printing, shipping, and contributors, and will leave us with some print books left to sell and the ebook to offer online. It's a great way to run a project like this: to scale production with actual demand.

I'll admit that it's scary to sit here with about 33% of the time and 50% of the money left to go — but I also feel strongly about the stories in the book, the design that's being created for it, and the interest in making something cool and new that people will enjoy. Thanks for those of you who have backed the project already, and I hope those who haven't will consider jumping in to get a copy as soon as it's hot off the presses!

Help Us Make a Book

After some months of planning, I launched a Kickstarter campaign today to produce a hardcover, offset-printed book of essays and articles drawn from the first year of The Magazine's publication. Over two dozen essays about a huge range of topic — aging chickens, D&D, becoming a superhero, a 60-foot-tall lava lamp, and much more — are featured in the book.

I turned to crowdfunding because printing is expensive, and it made sense to build a project that could scale, but wouldn't start unless the necessary interest were expressed. As I post this, the project is nearly one-quarter of the way to its basic funding after about eight hours! It's quite exciting. 

Join in on the fun, and get a great, beautifully designed book (and an ebook version, too). You can download a preview to see what it will look like and watch the video below, too.