AFTER trialling 30 different possibilities over 30 days Yahoo have finally unveiled a new logo. The update is part of an ongoing push to rejuvenate the ailing brand, led by CEO Marissa Mayer.

However, the updated logo suggests that Mayer doesn't want to break with tradition too much. The new typeface is slimmer, but the colour has been kept the same (Pantone Violet C) and the notorious exclamation mark has clung on, teetering on the edge at a nine degree angle.

Mayer described the changes on her Tumblr: "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."

And despite the apparent simplicity, as ever with the branding of a Fortune 500 company there's been a lot of work going on behind the scenes. The video below shows off the logo's "mathematical consistency", showing of the mirrored angles and repeated widths of various elements. Whether the average punter can see all that is probably less of a mathematical cert.

The main oddity though might be the bevels that add depth to the typeface. "For the texture," says Mayer, "we came up with the nice idea of creating a chiseled triangular depth to the logo - this causes the letter Y to appear in the shading at the ends of each of the letters."

Reaction from Twitter was as even-handed and calm as you'd expect. "THE NEW YAHOO LOGO IS SO UGLY LITERALLY WHY" says KimJongIl (no relation); whilst Justin Williams comments that "The new Yahoo logo looks like it got run through Alien Skin Eye Candy on Photoshop 4.0." And, leading the charge of the snark brigade, is this comment from Ian Schafer: "I believe the font is "Meh Condensed""



'Ipswich's sweet side': Strawberry lovers get behind farmers

premium_icon 'Ipswich's sweet side': Strawberry lovers get behind farmers

Fruit sales and prices recover ahead of "Strawberry Sunday"

Mum is no longer the word on teen pregnancy

premium_icon Mum is no longer the word on teen pregnancy

Classes open for Ipswich teen mums

Third year in a row for Ipswich artist to win top award

premium_icon Third year in a row for Ipswich artist to win top award

The awards are Flying Arts Alliance's annual visual arts prize

Local Partners