Marissa Mayer Is Changing Yahoo’s Iconic Logo
Yahoo CEO Marissa Mayer is finally getting rid of the Yahoo! logo after nearly two decades. Over the next 30 days, Yahoo will be displaying 30 new logos on its site. At 9 PM on September 4th, one lucky logo will gain its permanent place on Yahoo’s homepage.
The new logo has already officially been decided; the 30-day logo period is just a marketing ploy intended to depict the cultural change that Mayer has brought to the company.
Over the past year, there’s been a renewed sense of purpose and progress at Yahoo!, and we want everything we do to reflect this spirit of innovation. While the company is rapidly evolving, our logo — the essence of our brand—should too,” wrote Chief Marketing Officer Kathy Savitt in a company post.
The logo for Day 1 is a plain, Arial-styled text that remains in tandem with the previous logo’s artistic design. Despite its modest appearance, it still appears graphically fresh. While some sites have speculated over whether or not the exclamation point will stay or go, Savitt has revealed that it will indeed maintain its place on the Yahoo logo.
We also want to preserve the character that is unique to Yahoo!—fun, vibrant, and welcoming—so we’ll be keeping the color purple, our iconic exclamation point and of course the famous yodel,” she said. “After all, some things never go out of style.”
The video accompanying the brand campaign shows a slurry of mix-and-match logos flashing by and transforming themselves, giving viewers a teaser of what to expect over the next four weeks. It shows italicized portions, along with bolded letters font and curvy letters.
The critical reception towards the new logo is to be decided. Changing any portion of an iconic brand—especially the identifying bit—is subject to widespread criticism and backlash.
The logo is your calling card, identity, manifestation,” Savitt told USA Today. “The Yahoo logo is iconic; some people love it, some people hate it. We decided to change it, to reflect new products…and depict our next chapter.”
Hopefully, Yahoo does a much better job at changing their logo than Gap did in 2010 and Tropicana in 2009. Both companies made unsuccessful attempts at altering their tried-and-true iconic logos and a crowd of fans expressed their displeasure, writing on company Facebook pages and Twitter. One Facebook commentator wrote on Gap’s Facebook page, “By changing [the logo], you’ve completely destroyed what it took 20-plus years to build.” The site Your Logo Makes Me Barf even enticed people to caption the logo for a chance to win a $50 gift card. Some entries read: “Gap’s new branding inspiration: PowerPoint ’97” and “Gap: Our new logo? Yeah, your mom made it” and “Did someone lose a blue gradiated rectangle?” Tropicana also ditched the new logo when fans expressed similar sentiments.
In the end, it could be a highly successful logo change. After all, other companies have proved it can be done: Pepsi, Starbucks, UPS, Skittles and Sprint, to name a few.