Google’s New Logo Is a Sign of Where the Company Is Headed

Google’s New Logo Is a Sign of Where the Company Is Headed

By Yuval Rosenberg

Google is shaking things up again, rolling out a new logo that indicates where the company is going even as it keeps the colored letters that have become so familiar. The company’s most significant redesign since 1999 does away with the old font and its serifs (those little lines at the end of each character) and replaces them with the same custom typeface used in the logo for Google’s new parent company, Alphabet.

The new look does more than just make the logo sleeker and more modern while echoing the newly created holding company. It also speaks to where Google is going — namely, its increasing presence on our mobile devices. Google’s Vice President of Product Management Tamar Yehoshua and Director of User Experience Bobby Nath explained the transition on the company’s blog:

“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—sometimes all in a single day. You expect Google to help you whenever and wherever you need it, whether it’s on your mobile phone, TV, watch, the dashboard in your car, and yes, even a desktop!”

Related: 10 Biggest Tech Flops of the Century​

Google said in May that the number of searches on mobile devices had surpassed those on computers in 10 countries, including the U.S. and Japan. Its simplified new logo will load faster and read better “even on the tiniest screens.” And when six letters are still too much to fit on one of those tiny screens, the company will present a four-color “G” icon that matches its new logo, or four animated dots that morph into other forms; the swirling new feature is meant to “represent Google’s intelligence at work and indicate when Google is working for you,” according to a post on Google’s Design blog.

In other words, they’re a tiny bit of swirling fun that will placate you as you wait for your information to load — and remind you that you’re using a Google service and not some other company’s product. Together, the new logo, the new “G” icon and the colored dots are Google’s way to keep stamping its brand on our increasingly mobile world.

Top Reads from The Fiscal Times

Wages Are Finally Going Up, Sort of

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By Yuval Rosenberg

Average hourly earnings last month rose by 2.9 percent from a year earlier, the Labor Department said Friday — the fastest wage growth since the recession ended in 2009. The economy added 201,000 jobs in August, marking the 95th straight month of gains, while the unemployment rate held steady at 3.9 percent.

Analysts noted, though, that the welcome wage gains merely kept pace with a leading measure of inflation, meaning that pay increases are largely or entirely being canceled out by higher prices. “The last time unemployment was this low, during the dot-com boom, wage growth was significantly faster — well above 3.5 percent,” The Washington Post’s Heather Long wrote. The White House Council of Economic Advisers this week issued a report arguing that wage gains over the past year have been better than they appear in official statistics.

Cost of Trump’s Military Parade Rising Fast

U.S. President Trump talks with U.S. Army Major General Piatt during demonstration at Fort Drum, New York
CARLOS BARRIA
By Michael Rainey

It looks like President Trump’s military parade is going to cost a lot more than the initial estimate suggested – about $80 million more.

The Department of Defense pegged the cost of the parade at roughly $12 million back in July, but CNBC reported Thursday that Pentagon officials have increased their estimate to $92 million. The total consists of $50 million from the Defense Department and $42 million from other agencies, including the Department of Homeland Security.

The parade, which President Trump requested after attending a Bastille Day military parade in Paris last year, is scheduled for November 10 and will reportedly include aircraft, armored vehicles and soldiers in period uniforms. Abrams tanks, which weigh roughly 70 tons apiece, will also be included, CNBC said, despite concerns about heavy military equipment ripping up the streets of Washington. A Pentagon analysis apparently found that the armored vehicle’s treads would not cause any damage.

The parade is expected to begin at the Capitol, continue past the White House and end at the National Mall, according to earlier reports from NBC News.

Quote of the Day: Time to Raise Taxes?

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By The Fiscal Times Staff

“Tax revenue as a percentage of gross domestic product is expected to be 16.5 percent next year. The long-term average in a full-employment economy is 18.5 percent of GDP; if revenue were at that level for the coming decade, debt would be $3.2 trillion lower and the 10-year fiscal gap would be halved. Returning to past revenue levels, however, will be inadequate over time, because an aging population will increase Medicare and Social Security costs. This need not pose a problem: Revenue was roughly 19 percent of GDP in the late 1990s, and economic conditions were excellent.”

– Former U.S. Treasury Secretary Richard E. Rubin, writing in The Washington Post

Quote of the Day: When Tax Cuts Pay for Themselves

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By The Fiscal Times Staff

“You … often hear the claim that a lot of tax cuts will ‘pay for themselves,’ that they’ll cause so much additional economic activity that the revenue feedback from that activity will fully offset the direct revenue loss caused by the tax cut so that you end up making money for the federal government, or at least not losing any money. Now, of course that is theoretically possible and it would happen at extreme rates. I mean if a country had a 99 percent flat rate income tax and lowered it to 98 percent, I believe that they almost certainly would collect more revenue at the 98 percent rate than they did at the 99 percent rate. But the idea that this type of effect would occur at today’s tax levels just requires responses that are much bigger than statistical evidence would support and I think much bigger than common sense would indicate if you just ask people how they themselves would react to the tax cut.”

-- Alan Viard, tax policy expert at the American Enterprise Institute

Map of the Day: Gas Taxes

Saving $1.11 a gallon might not sound like much. But if you're filling up a 20 gallon tank, you could save $22. Do that once a week and you'd save $1,150 a year.
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By The Fiscal Times Staff

It’s summertime and the driving is anything but easy if you want to get to your favorite beach or mountain cabin for a well-deserved break. As lawmakers consider a plan to raise federal fuel taxes by 15 cents a gallon, here’s a look at the current state-level taxes on gasoline, courtesy of the Tax Foundation