Yahoo’s new logo still ‘whimsical,’ still purple

The new brand image comes after a month of testing contenders online.

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“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.

CEO Marissa Mayer, who has already made some rather sweeping changes to the company since coming on board in July 2012, listed some of her criteria for the logo in a blog post. Among her key points:

• 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.

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