New Yahoo Logo Unveiled Yet Keeping Some Old Features
After weeks of changing its logo every single day, Yahoo has finally unveiled its new logo late Wednesday. The new Yahoo logo design “retains some of the elements of the old one, including the company’s official color, purple. Yahoo’s familiar exclamation point, meant to punctuate a yodeling sound that has long been the company’s calling card, is still there, too, but with a twist. When visitors come to Yahoo’s front page or an app, the exclamation point dances across some of the lettering before settling at the end of the company’s name at a slight tilt of nine degrees.”
Here is what Yahoo’s CEO Marissa Mayer wrote on her Tumblr page:
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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.
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She also posted the blueprint of the logo.
And here is a fun video that animates the design notes: