Considering their recent restructure from a parent company to subsidiary of Alphabet, it would have been unthinkable for Google’s executives to avoid rephrasing their central ethos and refining their core business vision. This is the true meaning of legibility for Google. The gradual decline of drop shadows, textures, embellishments and photographic logos are all intended to reduce screen clutter and achieve one end: higher data entry speeds. It is an aesthetic perfectly suited to the current era, in which our lives are dominated by ubiquitous telephony and the proliferation of “smart” devices – from wristwatches to refrigerators. In this respect, Google’s shift to a flat sans serif in a slightly muted palette continues the vogue for neomodern design in web services. The popularity of this connection has its genesis with the London Underground font, designed by Edward Johnston and Eric Gill and which they claimed drastically improved reading times. The web giant’s principal justification for its redesign was legibility, reinforcing a century-old assumption that sans serif fonts are intrinsically easier to read. Neomodernism is a hybrid style, somehow embodying all the clarity of Swiss precision with the very American postmodern overreliance on branding and icons.
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