We interact with Search, Maps, Android, Gmail, and a dozen other Google products, in countless ways for countless purposes. More than ever, Google is ever-present in our lives. It can be scary, especially when you remember the company knows more about us than we know about ourselves.

This explains Google's new logo. The company wants you to think of it not as an all-knowing, all-powerful entitiy, but as a benevolent guide to this new world, one that considers humans, not machines, the most important thing.

The bold new logo preserves the old logo's most recognizable element—the famous blue-red-yellow-blue-green-red color sequence—but presents the company's name in a bespoke typeface called Product Sans inspired by schoolbook letter-printing.