News Column

Yahoo Logo Nothing New, Expert Says

September 5, 2013
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The new Yahoo! logo, unveiled in September 2013.

After teasing its fans with daily design changes for a month, Yahoo has finally revealed its first major logo redesign in 18 years -- and it's not much different than the old one.

The new logo, which Chief Executive Officer Marissa Mayer helped design in one weekend this summer, still uses the letters of the company's name, but in a slimmer, trimmer, no-nonsense san-serif font that seems more serious -- except for an animated exclamation point, which Mayer claims adds "a bit of whimsy."

"While it was time for a change, it's not something we could do lightly," Mayer wrote of the new design, which was unveiled Wednesday.

Branding expert Matti Leshem of Protagonist, a Beverly Hills marketing strategy agency, wasn't impressed, saying the new logo has a look of "ordinariness."

"Yahoo had an enormous opportunity to try and capture the essence of the meaning of the new Yahoo in its new logo and significantly missed the mark," Leshem said in an e-mail. "They also had the opportunity to attract a new demographic that might have checked them out if the new logo were anything to notice. The good news is that while the opportunity was missed, it probably won't hurt them."

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