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

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


For the past 30 days, Yahoo has been trotting out new logos on its site every day. Last night, it unveiled which logo will be permanent: an all-caps “Yahoo” in a sans-serif font with a crooked exclamation point.

“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.

• “Our existing logo felt like the iconic Yahoo yodel. We wanted to preserve that and do something playful with the OO’s.”

Speaking of the yodel, it’s apparently sticking around. A video showcasing the blueprint for the new logo ends with the sound that has ended Yahoo ads for years.

Of course, not everyone is as excited about the new logo as Yahoo’s leaders are. Tweets from designers and commentators have likened the logo to a “purple PT Cruiser” and “a gravestone,” among other things.

(Image via)

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