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The New Yahoo!...Logo
By: Dwayne W. Waite Jr.
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Yahoo has been going under some reform since Marissa Mayer took over the helm as its CEO. After changing the way Yahoo operated as a team, and giving the homepage a facelift, the chief decided it was time for a new logo for the battling Internet media company.

So according to Mayer, a small team created the logo, and the company spent 30 days counting down for the release of the new logo. Recently, they released the result.

It does give a more sophisticated feel to it; the type is more slim and slick. And with all the moderate curves in it, it also gives off that modern feel. 

Whether we like it or not, a logo is a big deal for an organization. It serves as the visual representation of the entire operation, a first impression that we have limited control over. So designing a logo for how your brand is going to be represented is no light task.

Is this the direction we would have gone? Probably not, but we're not part of the Yahoo culture, so that's okay. Online people are hurling their usual ugly comments, which is unfortunately expected. But we like Mayer's description of their thought process, and we think it fits exactly what the team is trying to do. They are trying to make Yahoo more sophisticated and fun, more modern and wanted. And if they needed to start by transforming the inside of the company and work their way out, we can't say anything negative about it. In fact, we think that's the way it ought to be done.

Kudos, Yahoo team.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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