Today Google revealed their first rebranding in 16 years.

Gone is the serif font, replaced by a clean custom geometric. The same rainbow of colors persists: something about it feels even a bit more Sesame Street than before but it doesn’t bother me. The big questions is why? Why would one of the world’s most iconic brands change their look—particularly when there’s nothing to gain competitively? I believe the answer is surprisingly simple and arguably mundane.