Yahoo Logo Redesigned After 18 Years -Ad Geek Daily

Edition: Pakistan |

Thursday 19 December, 2013

Published On: Fri, Sep 6th, 2013

| By

Yahoo Logo Redesigned After 18 Years

Share This

Yahoo has introduced a new logo after a leading up to the official unveiling. The new design is not one of the previous options presented in the campaign.

This is the first major revamp of the brand’s 18-year-old logo and it is part of an ongoing makeover under recently appointed CEO Marissa Mayer.

Created by Yahoo’s in-house brand design group and product designers, the logo’s new typeface is the brand’s own proprietary font. The font has been designed will be Yahoo’s intellectual property although it has not yet been named.

Besides the updated font, the new Yahoo logo still retains its trademark purple color as well as the exclamation point at the end.

“This represents a significant evolution of the logo,” said Yahoo CMO Kathy Savitt. She outlined how characteristics inherited from the old logo have been tweaked. The purple is “far richer, deeper.” The exclamation point has taken on a slender, rounder shape and will animate for three seconds after someone initially navigates to a Yahoo site.

CEO Marissa Mayer explains the behind-the-scenes story on her blog in a post titled She writes:

One weekend this summer, I rolled up my sleeves and dove into the trenches with our logo design team: Bob Stohrer, Marc DeBartolomeis, Russ Khaydarov, and our intern Max Ma. We spent the majority of Saturday and Sunday designing the logo from start to finish, and we had a ton of fun weighing every minute detail.

• 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.

Our last move was to tilt the exclamation point by 9 degrees, just to add a bit of whimsy.