This morning, after 30 days of teasing suspense, Yahoo revealed its new logo—the first redesign since the company’s founding 18 years ago.
Before-and-after logos via Brand New. The exclamation point is animated on Yahoo.com.
Every day for a month prior to the big reveal, Yahoo displayed a different logo variation on its website. (You can see all the logos here.)
For a professional critique of the logo, read Armin Vit’s post on the design blog Brand New. The headline may tell you all you need to know: “30 Days for This?”
I’m not a designer, and I have no strong opinions about the chosen logo, which seems fine if a little boring. I do, however, want to point out a few related items of interest.
The first is that Yahoo’s CEO, Marissa Mayer, was personally involved not only in the logo selection but in its design. As she confides in a Tumblr post titled “Geeking Out on the Logo”:
I love brands, logos, color, design, and, most of all, Adobe Illustrator. I think it’s one of the most incredible software packages ever made. I’m not a pro, but I know enough to be dangerous :)
So, one weekend this summer, I rolled up my sleeves and dove into the trenches with our logo design team: Bob Stohrer, Marc DeBartolomeis, Russ Khaydarov, and our intern Max Ma. We spent the majority of Saturday and Sunday designing the logo from start to finish, and we had a ton of fun weighing every minute detail.
That’s right: one weekend, three in-house designers, an intern, and the CEO. No pressure at all, right?
Mayer’s description of the design criteria and process is worth a close read, even if you aren’t a designer. One revelation: the criteria were based on an internal poll of Yahoo employees, 87 percent of whom said they wanted “some type of change in the logo.” I wonder whether a poll of Yahoo users would have yielded similar results. (UPDATE: According to results of a users’ poll reported earlier today in a TechCrunch post, the old logo is beating the new one hands down. Zajonc Effect much?)
Speaking of geeking out, my second item is Emblemetric’s data analysis of Yahoo’s wordmark: percentage of new logos ending in exclamation points (note the big spike around 1995); percentage of new logos featuring the color purple; and so on. I tipped my hat to Emblemetric’s work in a linkfest post last year, and I continue to enjoy reading the blog. (I like the Emblemetric name, too.)
And just for fun: UK-based creative partnership Asbury & Asbury, known for its tongue-in-cheek self-initated projects (i.e., no client), developed “30 new tones of voice that may or may not feature in the imminent rebrand.”
While you’re over there, check out Asbury & Asbury’s other projects, including the Disappointments Diary and Mr Blog, a documentation of all the “Mr” shops in the UK. And here I thought I was all alone in my “Mister” fixation.