Among the subtle changes in color, perhaps the most visible changes in the SDG visual identity has been to replace former proprietary fonts with Google fonts, Roboto for the SDG logo, and Oswald (latin and cyrillic languages) Noto (Chinese) and Tajawal (Arabic) for the SDG icons. All new material can be found here.
The change of fonts reflects a trend that is happening in many businesses and organizations: Historically, to buy (or even better, to create) a particular font was the easiest way to ensure a particular look and feel for your organization; a unique identity that public fonts could not provide. Ironically, trying to prevent others using them illegally by restricting their use has created the opposite effect, as most organizations need their fonts to be accessible to third parties, especially if communication channels use PowerPoint or other software that doesn’t allow font embedding.
The result? As everyone is shifting to Google fonts and other public, shareable resources, Roboto may end up being the new Helvetica. Solutions like Fontstand which allows clients to 'rent' fonts, may seem like a breath of fresh air, but it may be a bit too little too late to stop Google becoming the world’s default font provider.