Google’s New Logo Is a Sign of Where the Company Is Headed
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!”
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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.
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Martin Feldstein Is Optimistic About Tax Cuts, and Long-Term Deficits
In a new piece published at Project Syndicate, the conservative economist, who led President Reagan’s Council of Economic Advisers from 1982 to 1984, writes that pro-growth tax individual and corporate reform will get done — and that any resulting spike in the budget deficit will be temporary:
“Although the net tax changes may widen the budget deficit in the short term, the incentive effects of lower tax rates and the increased accumulation of capital will mean faster economic growth and higher real incomes, both of which will cause rising taxable incomes and lower long-term deficits.”
Doing tax reform through reconciliation — allowing it to be passed by a simple majority in the Senate, as long as it doesn’t add to the deficit after 10 years — is another key. “By designing the tax and spending rules accordingly and phasing in future revenue increases, the Republicans can achieve the needed long-term surpluses,” Feldstein argues.
Of course, the big questions remain whether tax and spending changes are really designed as Feldstein describes — and whether “future revenue increases” ever come to fruition. Otherwise, those “long-term surpluses” Feldstein says we need won’t ever materialize.
JP Morgan: Don’t Expect Tax Reform This Year
Gary Cohn, President Trump’s top economic adviser, seems pretty confident that Congress can produce a tax bill in a hurry. He told the Financial Times (paywall) last week that the Ways and Means Committee should be write a bill “in the next three of four weeks.” But most experts doubt that such a complicated undertaking can be accomplished so quickly. In a note to clients this week, J.P. Morgan analysts said they don’t expect to see a tax bill passed until mid-2018, following months of political wrangling:
“There will likely be months of committee hearings, lobbying by affected groups, and behind-the-scenes horse trading before final tax legislation emerges. Our baseline forecast continues to pencil in a modest, temporary, deficit-financed tax cut to be passed in 2Q2018 through the reconciliation process, avoiding the need to attract 60 votes in the Senate.”
Trump Still Has No Tax Reform Plan to Pitch
Bloomberg’s Sahil Kapur writes that, even as President Trump prepares to push tax reform thus week, basic questions about the plan have no answers: “Will the changes be permanent or temporary? How will individual tax brackets be set? What rate will corporations and small businesses pay?”
“They’re nowhere. They’re just nowhere,” Henrietta Treyz, a tax analyst with Veda Partners and former Senate tax staffer, tells Kapur. “I see them putting these ideas out as though they’re making progress, but they are the same regurgitated ideas we’ve been talking about for 20 years that have never gotten past the white-paper stage.”
The Fiscal Times Newsletter - August 28, 2017
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