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Will Users Accept Yahoo’s First New Logo In 18 Years?

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Early last month, Yahoo announced that it would be changing its logo, and kicked off thirty days of showing a different design each day. Now, the real new logo has been unveiled, and here it is. It started rolling out last night.

The New Yahoo Logo

What do you think of the new Yahoo logo? Improvement or not? Let us know in the comments.

On the home page, the exclamation point even dances around (we’ll see if that’s permanent or just a celebratory gesture).

Yahoo logo dancing

While I personally don’t have a huge problem with it (it’s certainly better than the majority of the logos they’ve been using for the past month), many are less than impressed.

Yahoo promised the new logo would be “a modern design,” so the company probably isn’t very excited about TechCrunch’s assessment calling it a “GeoCities logo“.

Yahoo, of course, killed GeoCities about four years ago.

This is the first time in 18 years Yahoo has updated its logo, so it’s hard to say that some change wasn’t in order. Yahoo has desperately tried to revitalize its brand for years, and has arguably made its biggest mark over the past year since Marissa Mayer has taken over.

“Our brand, as represented by the logo, has been valued at as much as ~$10 billion dollars,” she says. “So, while it was time for a change, it’s not something we could do lightly.”

A logo redesign is an important decision for any company, let alone one the size of Yahoo. You know Yahoo even surpassed Google as the top web property in the U.S. in July?

It turns out that Mayer had a direct hand in the design. She had this to say in a blog post:

On a personal level, 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.

She notes that they didn’t want to have any straight lines in the logo, because they don’t exist in the human form, and are “extremely rare in nature.” They also wanted letters with thicker and thinner strokes and “scallops” on the ends of the letters to replace the old serif font.

“Our existing logo felt like the iconic Yahoo yodel. We wanted to preserve that and do something playful with the OO’s,” Mayer says. “We wanted there to be a mathematical consistency to the logo, really pulling it together into one coherent mark.”

Here’s the blueprint with all the notes they made about the font:

Yahoo Logo blueprint

Did you put this much thought into your own company’s logo?

According to Mayer, 87% of the company’s employees wanted a change in the logo. It will be interesting to see how users react over time. Here are some early reactions:












Your turn. Tell us what you think.

Will Users Accept Yahoo’s First New Logo In 18 Years?
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  • Whitney

    That’s a good typeface, but needs more drama size on each letter and without the iconic balloon and/or a more exciting exclamation point, it is just a 15 minute fame kind of effect.

  • Jan Johnston

    Looks like a font from the ’80s called Optima. I wonder if it’s coming back?

  • Tony

    I don’t like it. There’s something Asian feeling about it, which isn’t bad in it’s own right, but it just doesn’t seem to fit.

  • Yvette

    I think somebody got paid a lot to do very little. Help me somebody! This is more like a tweak than a re-design.

  • mehdi

    Not much of a change ! new color seems cool.

  • http://goo.gl/ZprKZ Cari Uang

    nice, I think the bigger question is how much longer users can tolerate the new mail program. Just look at the community board for the response so far. Someone in Yahoo management needs to look at that.

  • Dawn Suchy

    Yuck. Lifeless.

  • Marco Tan

    The CEO definitely made the wrong choice. She’s not even a graphic graphic designer to judge a logo! so, of course, she chose only what she likes even if it looks too girly. too feminine!!! she said she wants mathematical consistency with the logo, so do you mean not all logos have mathematical measurements? who cares about the lengths and spacings. As a basic rule in graphic designing, if it looks good, it is right!

    Really don’t like their new logo, and everyday it’s hard to see their new logo mark like this [Y], that letter Y inside that rectangular shape sucks! where’s the exclamation point now? please bring back the old logo which looks (Y)!

    if they will not change this now, i think it’s better to change the voice of the men singing yahoooOOOOoooOOO!!!! and replace with a female voice. that would be perfect if Ms. Mayer would do that.

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