Blog Post

Yahoos New Logo


Adam: Yahoo rolled out a new logo last week and it has caused quite a stir.

Chad: Yes, it did. The company let go of the cartoony logo that it had for 18 years and traded it in for what some (including CEO, Mayer) describe as a more adult looking font. We talked about the new Yahoo logo on our forum and people had a lot of opinions!

Adam: Wait. Did you say “18 years?”

Chad: Yes, 18 years. They were entitled to a change, but people are STILL talking about it this week!

Adam: Who knew Optima font could draw so much controversy?

Chad: Yeah, they tilted the exclamation point at the end to add some “whimsy”, but people -- particularly designers -- were not happy with the new look.

The new logo design is part of the overall strategy to give Yahoo a makeover that began when Melissa Mayer took over last year. She has been defending the logo since it was introduced and says she is proud of it, as well as the collaboration that went into it -- she joined the logo design team for a weekend of brainstorming and creation. And in addition to not liking the logo, many graphic designers were also not happy with that collaborative process.

Adam: Interesting. Myer really is rolling up her sleeves and getting in the trenches!

Chad: Yes, but the issue graphic designers have brought up is that their work is an art that is the result of years of training and education. It is not engineering or programming. It is about knowing how color, shape, fonts, etc work together to evoke something.

Adam: Well, this logo evoked something alright. People either love it or hate it. It kind of reminds me of what the Gap did a few years back. Remember that? They abandoned that new logo because people had such a gut reaction to it.

Chad: People connect with logos. A logo should communicate what a company is about. And that’s why graphic design is such an art. If you do it right, it can be a big boost. If people hate it, then lots of people attack it.

Adam: Yeah, but Yahoo is getting lots of press out of it. Everyone is STILL talking about it a week later. And many of the mainstream media coverage naturally turns to being curious about what this new logo signifies for the evolution of Yahoo. And that’s what interests me the most. I can move past the logo. I want to know the internal changes that are part of this evolution; the changes that will allow the company to connect with more people and become another way to diversify how and where people get information on the web.

Chad: A lot of brand managers are waiting for more too. Many have been critical of a big new logo roll-out that doesn’t appear to be part of something bigger.

Adam: Man, the internet is a tough place sometimes.

We’d love to hear from all of you. What did you think of the new logo? What do you think Yahoo has up its sleeve?

Comments (1)

  • Joe Reply

    How often does a big company change its logo? Very rarely. Why? Because keeping the logo the same builds familiarity – one reason why logos tend to be distinct, not bland.

    The old Yahoo logo had a lot more entrepreneurial and distinctiveness than the new one.

    So what's changed a Yahoo other than the logo?

    Last time I checked, their news stories were all TMZ shorts, no one uses yahoo mail except to sign up for online registrations, and they're one of the biggest sources of internet spam due to their hacked accounts. Honestly, Yahoo Answers is the only real product or value they bring to the internet.

    So what's changed?

    09/13 at 04:54 PM

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