By Robert Hackett / Fortune
September 1, 2015

It should come as no surprise that the search giant, now owned by holding company Alphabet, takes its letters very seriously.

Those iconic, multi-colored six characters have to look good anywhere, everywhere—”even on the tiniest screen,” writes product management vice president Tamar Yehoshua and user experience director Bobby Nath on the corporate blog. That means the symbols have to shine on your desktop computer, pop in your car, dazzle on your watch, gleam on your phone, sing in your smart contact lenses, and please eyes everywhere in between.

“G-o-o-g-l-e” can’t get old. And so, to stay current in the multi-screen age, the company has decided to introduce a brand new logo.

The update flattens out the letters into a sans-serif typeface, and softens their color palette. For the search giant, it’s a more modern look—one that seems to take its cue from Alphabet’s own unfussy wordmark.

You can learn more about the evolution of Google’s logo in a video on the company’s blog. As Yehoshua and Nath say, the design is an ever-iterating process.

Earlier this year, Facebook (FB) introduced a new lightweight, mobile-optimized logo as well. German automaker BMW (BMW), restaurant chain IHOP (DIN), and Airbnb are among those who have recently done the same.

Appearances, names, looks, mediums—they come and go. That won’t stop Google from bleeding blue, red, yellow, and green.

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