After an extensive, month-long buildup, Yahoo has finally unveiled its new logo. Overall the look is cleaner and thinner, and it is a new sans-serif typeface created by Yahoo.
The logo is still purple, though a shade darker, and features all the usual uppercase letters in the same order finished off by the signature exclamation point, which dances around in some versions.
Yahoo posted two flavors of the new look to its Tumblr at midnight on Thursday. One is white text on a purple background, the other purple text on white background. Both have a slight beveled effect, though it's more noticeable on the purple text. It has already replaced the logo that appears on the top left corner of Yahoo.com.
"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.," wrote CEO Marissa Mayer in a blog post on Tumblr, which Yahoo bought earlier this year.
"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," Mayer added in her post, which goes into exhaustive detail about the thinking behind the logo.
In a recent internal poll of Yahoo employees, 87% wanted the logo changed, Mayer said.
In a recent internal poll of Yahoo employees, 87% wanted the logo changed, Mayer said.
Yahoo managed to turn a simple re-branding into an impressive marketing push by dragging it out for 30 days.
For the past month, the company has rotated out the logo on its homepage daily with one of the runnersup. Some of the 29 logos were a lot more unusual than the final choice, perhaps to make fans appreciate the reserved simplicity of the final look.
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