Yahoo Unveils New Logo: "Whimsical, Personal And Proud"

After 30 days of testing various designs, the company has finally landed on one.

Yahoo's new logo is here. Unveiled last night on the firm's Tumblr after a monthlong logo-a-day campaign, it's—well, it's not that different from the old one. A little bit more serious, perhaps, but still with that delicious screamer at the end. And what does the second, larger O signify? It's playful, says one Yahoo employee—the CEO.

Marissa Mayer has already described the new design as "whimsical, yet sophisticated." Her blogpost, entitled "Geeking Out on the Logo" said she and the logo design team decided that they wanted something with a human touch that was personal and proud. Straight lines were out, since they "don't exist in the human form and are extremely rare in nature."

Of course, the logo was met with a healthy batch of criticism when it was unveiled:

The logo is being rolled out on the site, but it hasn't reached the right-hand sidebar of Yahoo's press room yet. Here is the story behind the new logo's design.

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  • Evan Brown

    I hope they didn't have to go for purple just because it is the color of the year. The logo has, "don't take me seriously, I'm just another pathetic excuse for a logo" written all over it!

  • Peter Mullen

    I smell a consumer backlash, akin to the New Coke, Coke Classic debacle.  Yahoo! Logo Classic anyone?

  • Jason Rose

    "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."

    Boy does this branding element ever seem forced. (Besides, every stem on the 'Y' is straight.) More likely an effect and not a cause. Halfway through the design process one of the (most likely unpaid) design interns probably pointed it out, and it became a 'thing'.

    I wonder if she'll use curved lines and tilt exclamation points 9 degrees when she updates her resume to give it more 'personality'.

  • Jay Stocki

    Users would be much happier if they spent more effort on Yahoo Mail uptime than a new logo.  

  • DwDunphy

    Another fancy suit without the resume to back the value. If a logo is the best Yahoo can deliver as "product," we've been had.