Thursday, September 12, 2013

Yahoo Introduces Winning Logo to a "Chorus of Boos"

Now it turns out that the "30 days of new logos" that Yahoo claimed to be trying out was pure publicity.  The winning logo was designed in-house and already approved this summer.  Slightly informal, yet trying to be more serious than the old logo, the font designed for the company is made up of arched lines and slightly curved ends, a sans-serif with a suggestion of ornamentation at the ends. The final exclamation point has been tilted from the upright by 9%, for "a bit of whimsy".  Yet for all the apparent design and careful study, the response has ranged from "Fugly" to "Meh!"

Hunter Communications Original News Source:
Forbes

Link to article:
Yahoo's New Logo Fails to Impress--But People Are Talking About It

Excerpt: "Yahoo Chief Marketing Officer Kathy Savitt told Advertising Age that the font was intended to be a little less casual, befitting the seriousness of the turnaround the company is attempting: 'You’ll notice a chisel to our logo that’s very architectural,' she said. 'What we’re saying is our logo is the foundation upon which our brand and products and user experience will continue to be built.'

So you can see that Yahoo spent a heck of a lot of time carefully crafting what is, after all, the icon for what is still one of the world’s best-known brands.

Unfortunately, most people who have seen it–and, it must be said, these folks are not corporate logo experts–don’t seem to like it. A sampling:

Venture capitalist Mike Arrington: 'I’m pretty sure that even 10 years from now I’ll still look at Yahoo’s new logo think 'That’s one godawful fugly logo right there.' It’s a serious case of 'A camel is a horse designed by committee.' It looks like a logo that somebody would have created with clipart fonts from those CDs back in the early nineties. It lacks any personality, it’s boring, it’s banal. It’s a great big bag of fail. It sucks, badly. I never thought a logo could be so singularly uninspiring.' (Tell us what you really think, Mike.)

Deep Focus ad agency CEO Ian Schafer: 'I believe the font is "Meh Condensed.” '

Entrepreneur Derek Powazek: 'No logo has ever solved a business problem, but especially not this one. '

Skift CEO Rafat Ali, with a little irony: 'I feel cheated and violated. Yahoo you made a mockery out of all of us.'

I could go on (and on), but you get the idea."

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