“We wanted a logo that stayed true to our roots (whimsical, purple, with an exclamation point) yet embraced the evolution of our products,” Chief Marketing Officer Kathy Savitt wrote in the company’s official Tumblr post.
You can see all the logo contenders that Yahoo tried out in its monthlong search here.
• She didn’t want any straight lines in the logo because they “don’t exist in the human form and are extremely rare in nature.”
• The letters have “scallops” so the new logo doesn’t chuck the old one’s big serifs altogether.
• The logo is uppercase to make it legible on small screens.