Disclaimer: It’s hard to evaluate a logo re-design without looking at all the parameters and research behind it. But a weekend DIY project is not time enough to create a new logo for a $10 billion company.
And the new Yahoo! logo looks like a micromanaged weekend project. If research indicated a new logo was needed, they should have made the investment (again, as a $10 billion company, with a capital “B”) and brought in an outside branding agency that could provide a big-picture rationale, alongside the technical expertise, for developing a new look.
From Yahoo! CEO and president Marissa Mayer’s Tumblr site:
“On a personal level, I love brands, logos, color, design, and, most of all, Adobe Illustrator. 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
“So, one weekend this summer, I rolled up my sleeves and dove into the trenches with our logo design team… 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.”
At least they made a cool animation out of the process.
What I find most interesting is the data showing preference to the old logo. Indicating it still had equity, so why go and change it?
The old Yahoo! logo was clumsy and quirky, but people recognized it as the Yahoo! brand.
The way this introduction to the new logo was handled and hyped up, it could be similar to what happened with Gap. Brand recognition and loyalty was so heavily tied to the existing logo, causing such incredible consumer outrage at the change, that the company reverted back to the old.
Changing a logo, and a well-revered one at that, takes time, research and a focused campaign to make the switch. Not exactly the work of one weekend.