I can see why everyone's bashing the new Google Fi Wireless logo

So Google Fi has a new logo. What, another one? Yep, and a new name too. In its third rebrand in eight years, the mobile virtual network service is now Google Fi Wireless. So far, so sensible. The clarified name should mean that more people know what Google Fi actually is (and that it exists).

The new Google Fi Wireless logo is also cleaner than the previous design (and it feels very familiar thanks to the usual Google logo colours), but it feels like a logo that's trying to be too many things at once, and I can see why people find it confusing (no, it won't be making our pick of the best logos).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.