Feeds

New! Yahoo! logo! shows! Marissa! Meyer's! personal! touch!

Nine degrees of 'whimsy'

Beginner's guide to SSL certificates

After 18 years the Yahoo! logo has had a redesign, courtesy of newish boss Marissa Mayer and her team, who spent a weekend hammering out the new look for the company.

New Yahoo! logo

Behold Marissa's new creation!

"On a personal level, I love brands, logos, color, design, and, most of all, Adobe Illustrator," Mayer wrote on her Tumblr page. "I think it's one of the most incredible software packages ever made. I'm not a pro, but I know enough to be dangerous :)

"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."

The new logo spurns such boring mundanities as straight lines, which Mayer feels are unnatural and lack a human touch, and uses thin and fat lettering to show "the subjective and editorial nature of some of what we do."

Mayer said she wanted the new Yahoo! logo to reflect the company's past look, to be mathematically consistent, and be close enough to the old design so that users didn't feel Yahoo! was abandoning its heritage. For these reasons, the old serif font was abandoned for sans serif, but with scalloping to reference the old design.

"Our last move was to tilt the exclamation point by 9 degrees, just to add a bit of whimsy," she said. Presumably she had to be careful on that one – if nine degrees is whimsical, presumably 11 degrees is scatterbrained and seven degrees just too conservative.

If this all sounds like marketing bollocks, that's because to a large extent it is. Very few users will look at the newly angled exclamation point and think "Gosh, what whimsy! Back in your box Oscar Wilde!" But to a certain kind of mind it's very important.

Mayer is a known pedant when it comes to logos and branding, and this has caused problems in the past. She's the daughter of an art teacher, has some very specific ideas about design, and isn't shy of making others follow them.

While at Google, she had a major role in shaping the look and feel of the search giant's site, but her laser-focus on such matters annoyed some members of the company. Google's first lead designer Douglas Bowman described the approach championed by Mayer and others as the chief reason he quit the Chocolate Factory and went to Twitter as creative director.

"It's true that a team at Google couldn't decide between two blues, so they're testing 41 shades between each blue to see which one performs better," he said, in an angry 2009 blog post announcing his move.

"I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can't operate in an environment like that."

Yahoo! has been changing its logo daily for the last month, and no doubt Mayer has been looking at the feedback closely and feeding that data back into the final logo. But at the end of the day it's going to take much more than a pretty purple logo to solve Yahoo!'s systemic problems. ®

Security for virtualized datacentres

More from The Register

next story
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
Hey, Scots. Microsoft's Bing thinks you'll vote NO to independence
World's top Google-finding website calls it for the UK
Apple CEO Tim Cook: TV is TERRIBLE and stuck in the 1970s
The iKing thinks telly is far too fiddly and ugly – basically, iTunes
Israeli spies rebel over mass-snooping on innocent Palestinians
'Disciplinary treatment will be sharp and clear' vow spy-chiefs
Huawei ditches new Windows Phone mobe plans, blames poor sales
Giganto mobe firm slams door shut on Microsoft. OH DEAR
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Found inside ISIS terror chap's laptop: CELINE DION tunes
REPORT: Stash of terrorist material found in Syria Dell box
OECD lashes out at tax avoiding globocorps' location-flipping antics
You hear that, Amazon, Google, Microsoft et al?
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.
Security and trust: The backbone of doing business over the internet
Explores the current state of website security and the contributions Symantec is making to help organizations protect critical data and build trust with customers.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.