Yahoo officially unveiled its new logo late yesterday night. Yahoo hadn’t updated its logo in 18 years. The redesigned logo, which was created exclusively by Yahoo’s in-house brand design group and product designers. The most notable difference between old and new is the latter’s font, which is more streamlined and sans serif.
“We’re excited to share the new Yahoo logo with you. It will begin appearing across Yahoo properties globally tonight. We wanted a logo that stayed true to our roots (whimsical, purple, with an exclamation point) yet embraced the evolution of our products.” says Kathy Savitt, Yahoo’s chief marketing officer.
The new logo, which showed up on Yahoo’s homepage early Thursday morning, includes facets of the old logo, including color and that iconic exclamation mark. It marks Yahoo’s first major overhaul of its logo since 1995.
Company CEO Marissa Mayer wanted something new and refreshing logo for the company.
“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.” Said Marissa Mayer, CEO Yahoo.
Some elements she has highlighted :
- 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.
- We preferred letters that had thicker and thinner strokes – conveying the subjective and editorial nature of some of what we do.
- Serifs were a big part of our old logo. It felt wrong to give them up altogether so we went for a sans serif font with “scallops” on the ends of the letters.
- Our existing logo felt like the iconic Yahoo yodel. We wanted to preserve that and do something playful with the OO’s.
- We wanted there to be a mathematical consistency to the logo, really pulling it together into one coherent mark.
- We toyed with lowercase and sentence case letters. But, in the end, we felt the logo was most readable when it was all uppercase, especially on small screens.
Blueprint of Yahoo’s new logo: