The New Yahoo Logo Underwhelms
You may have missed last month’s “30 Days of Change” campaign, during which Yahoo revealed a new variation on its logo each day.
The slow burn series of teasers were said to build up hype for the final version. According to CMO Kathy Savitt would be a “modern redesign that’s more reflective of our reimagined design and new experiences.”
The 2013 Yahoo 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).
The 2013 Yahoo logo
The 3D typography of Yahoo’s new logo provides visual depth. But the font has changed to a custom one using a curious chiseled color scheme that doesn’t work well at small sizes. The design also features its signature violet color with a bluish tone. This color is commonly used by tech brand logos as well.
Even stranger, the exclamation mark animates briefly online, which is a rather dated idea. Speaking of the final design, CMO 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 tech logo’s 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.”
The CEO was hired a year before this redesign took place.
Mayer talks 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 the next big trend? CEOs of billion-dollar firms to spend a weekend with their teams cranking out a new logo?
Design firms are trembling at the thought.
One of the major players in web services is not one to shy away from taking full control of its brand identity.
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