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The new Yahoo logo underwhelms

Chris Dickman Fri, 09/06/2013 - 04:31

You may have missed last month's "30 Days of Change" campaign, during which Yahoo rvealed a new variation on its logo each day, as a teaser for the final version which, according to CMO Kathy Savitt would be a "modern redesign that’s more reflective of our reimagined design and new experiences.”

Well, the new logo, created in-house by Yahoo's brand design group and product designers, has now been released. Yes, it has kept the familiar color (Pantone Violet C), exclamation mark and different letter sizes (which apparently represent a yodel). But the font has changed to a custom one using a curious chiseled color scheme that doesn't work well at small sizes. Even stranger, the exclamation mark animates briefly online, which is rather dated idea. Speaking of the final design, Savitt states that, "We wanted a logo that stayed true to our roots (whimsical, purple, with an exclamation point) yet embraced the evolution of our products."

Much of the credit for the final design would seem to go to hands-on CEO Marissa Mayer, who in a post claims to have spent the "majority" of a weekend with her team "designing the logo from start to finish." Mayar waxes poetic about Adobe Illustrator, declaring it to be "one of the most incredible software packages ever made" and claims to be a user, to the extent that she knows "enough to be dangerous :)." Could this be a new trend, for CEOs of billion-dollar firms to spend a weekend with their teams cranking out a new logo? Design firms are trembling at the thought.

8 Comments

ngbhatkv's picture

Not liked:-(...too much logic & in the end logo is not looking so great !!!!!!!!!!!!

zum59's picture

I feel bad for the design team. I bet the CEO made the decision to animate the exclamation mark...ugh

j3nglish's picture

I don't like Yahoo (never have, really). This is a really bad, not well thought out logo. Blech.

hines_design's picture

Me thinks the left brain had more to do with this logo than the right brain.

EPurpl3's picture

Good job Yahoo, even Apple wants to change their skeuomorphic design and Yahoo is making a 3D looking logo. The in-house font reminds me of Gap logo, a ordinary font, Times New Roman or some other Roman font..

Pablo Herrera's picture

I find it really very weak... is this font Optima? a font used a lot in the early 80's

Manzoor's picture

The selection of the font is too serious and outdated for image of yahoo. The first letter Y need to raise a little and shift towards right for better visual spacing.