I love the new Google identity. It's a difficult rebrand, but the design direction and identity system is no surprise given the foreshadowing from Material and

I love the new Google identity. It's a difficult rebrand, but the design direction and identity system is no surprise given the foreshadowing from Material and Alphabet. It's not "amazing", but it'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. I think people hate the new word mark because it's so damn geometric. Geometric typefaces evoke rigidity, sterility and lifelessness. Perfectly circular "o" and "g" is also how many of us learned to write in primary school, hence many people's comparison to children when criticizing the word mark.