So after their 30 days campaign Yahoo has unveiled (via Tumblr) their new logo!
And here it is:
Want to make one yourself? Check out this blueprint video:
Nice way to illustrate the work that goes into logo design form a technical perspective.
It’s pretty similar to the one I liked from the early list but with a beveled effect which I was a little surprised by – feels maybe a little out dated?
We wanted a logo that stayed true to our roots (whimsical, purple, with an exclamation point) yet embraced the evolution of our products. Kathy Savitt, Chief Marketing Officer
Survata did an analysis on which design people liked the most and the least:
Does that tie in with your thinking? The top pick is fairly simple and the least favourite is quite quirky and eccentric – maybe we just want ideas simple?
99 designs asked their community to come up with some cool alternate designs. Here are 30 of the best submissions – some very cool and bold ideas there:
CEO Marissa Mayer went into more depth:
“We knew we wanted a logo that reflected Yahoo – whimsical, yet sophisticated. Modern and fresh, with a nod to our history. Having a human touch, personal. Proud.
Other elements fell quickly into place:
- We didn’t want to have any straight lines in the logo. Straight lines don’t exist in the human form and are extremely rare in nature, so the human touch in the logo is that all the lines and forms all have at least a slight curve.
- We preferred letters that had thicker and thinner strokes – conveying the subjective and editorial nature of some of what we do.
- Serifs were a big part of our old logo. It felt wrong to give them up altogether so we went for a sans serif font with “scallops” on the ends of the letters.
- Our existing logo felt like the iconic Yahoo yodel. We wanted to preserve that and do something playful with the OO’s.
- We wanted there to be a mathematical consistency to the logo, really pulling it together into one coherent mark.
- We toyed with lowercase and sentence case letters. But, in the end, we felt the logo was most readable when it was all uppercase, especially on small screens.”
“Prior to the weekend, we had also polled our employees on the changes they wanted to see. Interestingly, 87% of our employees wanted some type of change in the logo (either iterative or radical). In terms of specific attributes, our employees had wanted:
- sans serif
- variable size letters
- a variable baseline
- a tilted exclamation point
- and the majority of their favorite logos were uppercase.”
Personally love that Marissa is a design fan and know how to use Illustrator! She really goes in to some detail in her Tumblr post.
Always impresses me on the rare occasions when the ones on top have some practical skills in addition their business acumen.
The rebrand changes are already live across Yahoo (though I didn’t notice a few icons still had the old Y! look) and tie in with the purple theme them which ruins through their services.
Ultimately it looks good. It’s not revolutionary perhaps but it’s smarter, sleeker and more stylish. A part of me still liked the off-kilter quality of the old one but I can get on board this design.
What do you think? Worth the wait?
And as I asked before – can it help turn around Yahoo’s fortunes?
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