Google logo: Why do businesses change their typeface?

Serifs, in layman's terms, are the "little tails" on letters in some typefaces. Google's new logo, having last been updated in September 2013, has done away with serifs in a bid to appear "simple, uncluttered, colourful and friendly". It comes a month after it announced plans to create Alphabet, a new parent company. Both will use the typeface Product Sans.

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