After months of hype, questionable marketing spend, and 30 days of ‘meh’ Yahoo! has unveiled the next big move in its ambitious transformation: a slimmed down logo.
Honestly, the new logo reminds one a lot of fonts used in the 90′s, especially the stock beveled and glossy fonts that appeared on the internet portal GeoCities, where many of us first learned to build these funny things called ‘web pages’. Unfortunately, this is no longer the 90′s and this logo is feeling pretty dated.
The old Yahoo logo, though dated in its own way, was also chock full of whimsy. The new emblem feels buttoned up and slimmed down. Perhaps the company is trying to project a tighter, more controlled image now. In that, at least, it may have succeeded.
The logo is set in Optima and has had bevels applied. It has a distinctly old-fashioned-internet vibe when it comes down to it. The slightly tilted exclamation point remains…an exclamation point. Many were hoping that it would go away, but Mayer had said a few weeks ago that it would stick around. One other thing retained is the slightly larger ‘O’ at the end of the logo. This has long been taken to be an onomatopoeic representation of the famous Yahoo ‘yodel’ from its commercials.
In case you missed it, the characteristic exclamation point dances around the new gif-based image trying to find its place like a lost Pixar lamp. The gif format is something Yahoo has heavily adopted since its acquisition of Tumblr, and is no doubt aimed at catching the sleep eyes of millions of netizens waking up to a brand new day.
The response on Twitter was underwhelming, to say the least.
Yahoo logo ranking right up there with Twitter’s blue lines.
— Jessica Guynn (@jguynn) September 5, 2013
If you’re interested in the learning more about the story behind this minor facelift, Yahoo! has posted a “fun and cool” video of its online makeover — replete with the tunes of Perth-based pop group Empire of The Sun.
Meanwhile, on Google.com, it’s business as usual.
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