After months and months of remaining low key, Google ATAP’s Project Ara modular smartphone effort popped back on our radar a little earlier this month, as we got word that plans for the initial public trial in Puerto Rico weren’t going to happen as planned. While that was bad news, the team behind Ara quickly gave us new cause to be hopeful, talking about some interesting hardware changes it would make going forward, as well as announcing its intention to finally get those trials started next year (and maybe even in the continental US, to boot). We’ll likely be getting a lot more Ara news between now and then, and the latest tidbit arrives this afternoon, as Project Ara shares its official new logo.
The simple white-on-black design may not be a lot to look at, but it hits a few key notes that feel like they really resonate with the project. The individual letters may evoke the Ara modules themselves, utilitarian in design. And the As in opposing orientation like this sure appear to mirror the way modules will slide in to face another along the backbone of Ara’s frame.
But really, all that’s old: it’s the same basic logo design Ara’s been using for some time now. So what’s driving the crew to share this on social media as its “new logo?” Well, last time we saw it, the letters were black-on-white; we’ve got a color inversion. Sure, it’s not reinventing the wheel, but it’s a still a relatively smart design, in the end. Let us know what you think in the comments.