...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.
See also: Microsoft Unveils New Logo, First Update in 25 Years