Though the old serif logo had a "scholarly" feel which correlates with the purpose of a search engine. That said, I think the new sans serif logo is much better because it is more modern/forward looking which better encompasses Google's wide breadth (maps, chrome, mail, docs, etc).

New Logo for Google — BP&O

unveils new at turning point in company's history - Search giant says the new design will soon be seen across all its products just a month after a major restructuring of the company gave rise to Alphabet

" wants to make people feel like they are more human and less about being in the guts of the computer."

Google’s New Logo Is Trying Really Hard to Look Friendly

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