Will the Public Believe Yahoo’s New Logo Equates a Rebrand?

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By James F. Thompson Comments

Yahoo hired CEO Marissa Meyer to lead the company into a brave new world of changing technologies and evolving consumer habits—all during a prolonged and crippling global recession. So the public wants her, and the company, to do well. We just do. These have been tough times, and we’re all in the mood for a success story.

However, most the news the public has heard about Yahoo’s resurrection have been on relatively unimpressive issues such as not allowing Yahoo employees to telecommute. For many in the public, Yahoo’s next move had to be substantive, innovative and sweeping in scope. A prolonged and much ballyhooed logo change just doesn’t cut it. Sorry Yahoo.

Yes, as PR experts we understand how critical logos are and how obsessed people in our industry can be about logos, but the truth is logos by themselves are just that: logos, symbols of values and belief systems. Without penetrating and dramatic internal changes, Yahoo—which hasn’t changed its logo since the company was founded 18 years ago—is simply hoping the public will believe in the power of suggestion.

Will the public buy into it? That’s for experts in our industry to determine. What do you think? Is Yahoo truly implementing a full rebrand and on the cusp of a revolution, or is this month-long rollout—the logo will officially be announced September 4—a ruse designed to make the public change is happening internally as well?