After doing a contest that started in August and showed 30 logo in 30 days for people to vote on the winner was finally announced on Wednesday. The winner is a thin lined purple logo of the company name in all caps. What really makes the logo stand out is that when you first go to the Yahoo homepage the iconic exclamation point dances through the logo before finally coming to a rest at the end.
"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.," wrote CEO Marissa Mayer in a blog post on Tumblr, which Yahoo bought earlier this year.
To announce the new logo Yahoo post two contrasting (one purple on white and the other white on purple) versions of it on their tumblr blog. When they posted the new logo it showed that, with all the acquisitions that Marissa Mayer has made, it is no longer the same company that was founded in 1995. The changes started 14 months ago when they first hired Ms. Mayer away from Google.
"Sharing these logo variations prepares people for change, so there's less risk of what happened to Gap," said David Airey, a graphic designer specializing in brand identity.
Turning the choosing of a new logo into a contest made everyone that visited Yahoo feel as though they were taking a part in rebuilding the once Internet powerhouse. Running the contest also had the benefits of getting more traffic for Yahoo by generating interest in participation in creating the new look of the company.
"The logo is only part of a brand new branding and image campaign. It signals to consumers, investors and employees that change is coming," said Columbia business school professor Bernd Schmitt.
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