Branding & Identity
...and the backlash begins: Yahoo unveiled their new logo this morning, following their 30 Days of Change marketing campaign, an interesting publicity stunt that came across as a mass-market (i.e. less rigorous) version of, say, the Brand New IDEO Make-a-Thon.
I'll defer to Armin Vit of Brand New for a full analysis of the new logomark—will.i.am was unavailable for comment—but I must say I find it uninspired and uninspiring. Line-weight and non-obliqueness notwithstanding, something about that "Y" and the subtly flared lines evokes watered-down YSL, and the tweaked humanist typography feels a bit design-by-committee to me (it was, in fact, designed in-house by Marissa Mayer & co.). Current brand usage guidelines include the punctuation mark, but sadly it's not quite the same without the so-called "9-degrees of whimsy"—at least not until browsers support the CSS 'rotation' property—and in any case, we'll stick with regular-ol' unexclamatory "Yahoo" in common parlance.
Meanwhile, the chiseled execution flies in the face of the flat, anti-skeuomorphic aesthetic that is the order of the day, vaguely conjuring an inscription on a stone, um, tablet. But between the experimental month-long buildup, à la Heraclitus's "everything flows," and the underwhelming result—which, granted, is far from set in stone—the new logo ultimately seems to miss the mark for an Internet juggernaut looking to reinvent itself.