Yahoo! Changed its logo. Did anyone notice?
Earlier this summer, we wrote about the unfortunate rebranding of financial services firm Ernst & Young, which made a splash when changing their name to EY. Photos of Ernst & Young’s executives were quickly mixed with photos of men in their underwear who were featured in EY magazine. It was a rebranding fail that was instantly talked about on the Huffington Post and then turned into hilarious memes. Yahoo! made a big splash a year ago when Marissa Mayer became CEO and has since gone through a year of changes, but arguably, the most significant change to Yahoo! was the logo revamp. However, it received virtually no notice despite a 29-day lead-up campaign. Each day in the campaign Yahoo! displayed a different, rejected logo trying to engage viewers. In the end people’s attention was lost and the launch of their new logo on day 30 was no longer interesting. Neither was the new logo.
The lack of exclamation around the new logo could be that the simple changes were lack luster and not interesting enough to keep people talking about it. For the most part the logo elements have remained constant: the Y is still heavily emphasized, the last O is bigger than the first and the angled exclamation mark remains. We know that a lot of thought, time and ideas go into the redesign of a logo, especially for one that is so well known, but this one just didn’t hit the mark. Yes, it is more modern with the use of a thinner sans serif type, but it lacks interest and already looks outdated due to the beveled edges and “scallops” on the ends of the letters. The playfulness is minimized changing to more a professional, serious look with all of the letters in the middle aligned and at the same point size. Changing the color from a magenta purple to a violet-blue purple does work well with the more serious look the new logo. They did want to move to a more sophisticated look – this logo is more sophisticated than the last, but the whimsical feel is lost and the overall effect of the redesign remains unremarkable.
Since the rise of Google and Facebook, Yahoo! has struggled to remain relevant and demonstrate value to users, advertisers and shareholders. The subtle re-branding may reassure current users that services will continue as is, but as the company continues to struggle, this seems like a missed opportunity to take a bigger step.
– Jolene (Graphic Designer)