The reason I don't like google's rebrand, aside from its lackluster aesthetic, is because I think it is a betrayal of the brand itself.

I saw Google as elite, to foster excellence, to be authoritative, and mature, in a tech sphere where the news often features yet another adolescent enterprise. The brand inspired hope because of its ability to accommodate seemingly dichotomous imagery: the sober, reliable, establishment with the playful, Easter egg packed, wonders that blurred the lines between engineering and magic.

It made me hopeful because I saw an adult with the heart of a child and that's what I want the whole world to be.

I'm not saying Google has changed as a company because of this rebrand. These are merely what their symbols meant to me.