Wednesday, August 21, 2013

Yahoo Tries Out 30 Days of New Logos

After years of fading into obscurity behind upstart Google, former search engine giant Yahoo! is undergoing a corporate upgrade.  A few months ago we saw their Flickr get a new facelift and offer users a terabyte of storage.  Now the parent company itself is getting the renovation. Through August and up to September 4th, Yahoo! will be trying out a new logo each day, with the winning candidate unveiled at the end of the test period.  Businessweek wonders if they are treading into dangerous waters, since logos have recently led to as much mishap as positive attention.

Hunter Communications Official News Source:
Bloomberg Businessweek

Link to article:

Excerpt: "Over the next 30 days, tweaked versions of the Yahoo logo will be rolled out on a daily basis, culminating in a revealing of the new logo on Sept. 4. Savitt has also confirmed in a blog post that the logo will remain purple, either as way to maintain brand consistency or, possibly, out of respect to Prince. (I’m hoping it’s the latter.)

Logo changes are a tricky business. Just ask the Gap (GPS), J.C. Penney (JCP), and Tropicana (PEP), which had to backtrack after customers recoiled at their new, updated looks. Then there’s the problem of perception. Sure, unveiling a new logo brings a certain amount of media attention (like this post here), but saying you’re changing your look can also smack of a certain amount of institutional insecurity. As famous philosopher (and former power forward for the New York Knicks), Charles Oakley, once said: “If it ain’t broke, don’t break it.”

Still, Yahoo’s current logo does look a little … hokey? And Yahoo’s had some issues with its corporate graphics lately. The company’s updated weather app was well received, but people hated the icon. Yahoo changed it, and people hated that, too, so now it’s back to the original version. At least until the company’s logo changes, and, presumably, the weather icon changes for a third time."

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