> they're putting some work into making it look cool
They might be trying to make it look cool, but what they have accomplished is to make it look corporate, which is pretty much diametrically opposite of cool.
Developers will use Go because if its technical aspects.Features like concurrency primitives that make go what it is. Nobody is going to ditch Go because they don't like the new branding. "Rewrite everything in Rust, the new logo sucks". The branding is for non technical people, like executives and other non-technical employees across the company. What they are trying to convey to these people is that there is something new, exciting, and better happening with Go -- something developers know, but others who don't understand technical details won't get. The other purpose is probably to highlight to Alphabet investors the investments Google is making in the Go programing language, and to try and make them understand how impactful that investment has been.
They might be trying to make it look cool, but what they have accomplished is to make it look corporate, which is pretty much diametrically opposite of cool.