After "30 Days of Change," Yahoo rolled out a new logo at midnight ET on Thursday, introducing a design that wasn't one of the 29 previously floated throughout the past month. Instead, it's a completely new design—one that CEO Marissa Mayer explains at length in a blog post titled "Geeking Out on the Logo." She writes:
One weekend this summer, I rolled up my sleeves and dove into the trenches with our logo design team: Bob Stohrer, Marc DeBartolomeis, Russ Khaydarov, and our intern Max Ma. We spent the majority of Saturday and Sunday designing the logo from start to finish, and we had a ton of fun weighing every minute detail.
• 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.
Our last move was to tilt the exclamation point by 9 degrees, just to add a bit of whimsy.
Check out a video about the new logo below. What do you think of it?