Yahoo's New Logo Fails To Impress?

Thursday, September 5, 2013

Yahoo's New Logo Fails To Impress? | Change is inevitable — but fans of beloved brands have a arduous time accepting that, particularly when it comes to logos. Under CEO Marissa Mayer's leadership, Yahoo has overhauled and redesigned several of its platforms over the past year, and in the week's revamp tops off the Internet large's new look with the foremost important transformation thus so much: its logo.

After a 30-day tryout of dozens of new corporate logos that it’s now clear were never going to be chosen, Yahoo has rolled out its final choice – to a chorus of boos.
Mayer explained the impetus behind the team's design: "We knew we wanted a logo that reflected Yahoo — whimsical, yet sophisticated. Modern and fresh, with a nod to our history. Having a human touch, personal. Proud."

Other elements fell quickly into place:

  1.     We didn’t want to have any straight lines in the logo.  Straight lines don’t exist in the human form and are extremely rare in nature, so the human touch in the logo is that all the lines and forms all have at least a slight curve.
  2.     We preferred letters that had thicker and thinner strokes – conveying the subjective and editorial nature of some of what we do.
  3.     Serifs were a big part of our old logo.  It felt wrong to give them up altogether so we went for a sans serif font with “scallops” on the ends of the letters.
  4.     Our existing logo felt like the iconic Yahoo yodel.  We wanted to preserve that and do something playful with the OO’s.
  5.     We wanted there to be a mathematical consistency to the logo, really pulling it together into one coherent mark.
  6.     We toyed with lowercase and sentence case letters.  But, in the end, we felt the logo was most readable when it was all uppercase, especially on small screens.

Whimsy is one thing that Yahoo, whose email, finance, and fantasy sports divisions are its biggest properties, isn't exactly known for. But the brand's penchant for purple and its signature exclamation point are absolutely indicative of Yahoo's personality.

The logo isn't a dramatic departure from the original — certainly not as substantial as Gap's 2010 logo redesign, which received so much customer backlash that the company reverted its decision after just one week. The font has been changed from a serif to a sans serif, the type has a chiseled triangular texture that forms the letter Y at the end of each letter, and the exclamation point has been tilted nine degrees.

Take a nice long look at the new logo on the Yahoo homepage, and let us know which one is more better original logo or redesign logo is much better


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