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Google launches new home page

Not content with merely launching a little effort in social networking, Google decides to reveal a brand new home page on the same day. It's cleaner and, allegedly, more focused.

Oh, forget all that talk of Google+ and its uncomfortably human concept called "real-life sharing."

Here is something far more startling: Google has launched a new home page today. Yes, today.

In a stealthy little blog post, Google's digital creative director, Chris Wiggins, expounded on this seminal advancement with both enthusiasm and detail.

The new home page has a smaller logo--one can only imagine they must have tried at least 3,042 different sizes--and is supposed to be based on merely three guiding principles: focus, elasticity, and effortlessness.

Elasticity is perhaps the easiest to grasp. The idea is that your Google home page (should you still use one) will enjoy a more consistent look across all the devices upon which you launch it.

Screenshot: Chris Matyszczyk/CNET

Effortlessness, too, should be fairly simple. Well, until Wiggins talks about it representing power and simplicity.

However, focus needs a little more, well, focus.

"With the design changes in the coming weeks and months, we're bringing forward the stuff that matters to you and getting all the other clutter out of your way," Wiggins explained. "Even simple changes, like using bolder colors for actionable buttons or hiding navigation buttons until they're actually needed, can help you better focus on only what you need at the moment."

I can't say I found the previous home page terribly cluttered. But this one does have a more pleasantly minimalist feel, with links being moved to the top and bottom of the page, rather than hanging awkwardly in a limbo two-thirds of the way down.

Still, some might wonder whether, if something is truly clutter, why have it there at all?

Some will be relieved that, despite recent rumors, the "I'm Feeling Lucky" button still stands proudly, like a picture of your parents on the mantelpiece.

Although the new design doesn't seem to have rolled out to everyone in one instant social surge, this design will be in everyone's life very, very soon. Soon, too, all the other Google products will enjoy something of a Botoxing.

And, yes, this includes Google Search.