News Column

Yahoo Reveals Redesigned Logo

September 5, 2013
After much hype, Yahoo! unveiled its new logo.
After much hype, Yahoo! unveiled its new logo.

After 30 days of typographic teases, Yahoo, as promised, unveiled its newly redesigned logo on Wednesday night, setting off an expected opinion storm in social media.

As is often the case, the haters moved the fastest.

"Sooooo ugly!!" blasted @JakeTMG on Twitter. "Oh my god!! It looks even worse than their old logo! @Yahoo this is disgusting."

Tweeter @johnny ranted in a similar vein, dropping the U-word multiple times.

"I've seen some ugly people in my life," he wrote. "I've seen ugly places. I've seen some ugly things. But nothing comes close to the new @Yahoo logo."

Posters took the new style to task for its "ugly 3D effect," being "derivative and bland," and being a shoddy final choice

after being subjected to the company's "30 days of change" campaign, which showcased a new logo idea every day for the past month.

The logo is definitely different from the traditional Yahoo! design, and as the company's chief marketing officer Kathy Savitt promised, "we'll be keeping the color purple, our iconic exclamation point and of course the famous yodel. After all, some things never go out of style."

The new design is much more level, less wacky, and shaved of serifs. The variety pack campaign had considerably more radical designs, and in a note posted after the revelation Savitt said the logo aimed to stay "true to our roots (whimsical, purple, with an exclamation point) yet embraced the evolution of our products. Thank you for having some fun with us this month, we loved hearing from you!"

While considerable vitriol continued to spill out on Twitter, less than an hour after the unveiling there appeared a fair share of compliments in social media and blogs, some calling it "clean and elegant," others "skinny and neat."

Although even those posts often had at least a twinge of criticism.

"I've given it a few minutes to sink in, and decided I quite like the new @Yahoo logo! (Though the bevel is a bit much.)" wrote @ericleamon.


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Source: (c)2013 the San Jose Mercury News (San Jose, Calif.) Distributed by MCT Information Services


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