The Release of the Yahoo! Logo Redesign

September 5, 2013sparxoo_admin

If you’ve been on the internet this morning, you have probably heard the conversation surrounding the release of Yahoo!’s first logo redesign in 18 years.

Yahoo New LogoIntroduced late Wednesday, the official new logo was shared following the Yahoo! 30 Days of Change, where a new logo was unveiled each day leading up to the official release of the redesign.

The online world is buzzing about the new design—and so is the Sparxoo office. I sat down with Sparxoo CEO David Capece, Director of Strategic Marketing & Communications Adrienne Morgan, and Art Director Ryan Krail to get their feedback.

Feedback from Branding & Advertising Experts

What were your initial thoughts or reaction when seeing the new logo design?

David Capece (CEO): What are they trying to communicate? The Yahoo! CMO stated that they wanted a logo design that was whimsical, sophisticated, modern, and fresh, which signals that they cannot compete on technology as strongly as they maybe able to compete on entertainment and content. It seems like a safe evolution to modernize the brand; however, I’m skeptical that an internet company would not align themselves as a technology company.

Adrienne Morgan (Dir. of Strategic Marketing): I feel like the new design is more of a slight evolution of their old logo, when a full brand transformation would have been more beneficial.

Ryan Krail (Art Director): I had followed the logos released during the 30 Days of Change and there were a few I liked more. Although, after learning about their goals, I find the redesign to be successful in achieving a more sophisticated look and the darker purple makes for a more gender-neutral design.

Do you find the new design to be impactful? Does it stand out?

David Capece (CEO): The design doesn’t stand out, but that may very well have been intentional—a simplified logo that will enable the company and it’s content to stand out. The actual logo doesn’t need to be wildly different. It’s the totality of all communications that needs to stand out. For example, our Sparxoo logo is fairly simple, but pairs extremely well with our communications and imagery.

Adrienne Morgan (Dir. of Strategic Marketing): I believe that the average consumer may not even recognize a change.

Ryan Krail (Art Director): It doesn’t stand out as much as the other options unveiled during the 30 Days of Change, but it’s a safe, clear approach that I believe will be impactful.

Is the new design flexible? Will it work well on the web and in print (i.e. website, emails, business cards, printed materials, branded products, etc.)?

David Capece (CEO): Since the logo isn’t overpowering, it can be leveraged in more ways. The prior logo limited how they could surround it—conflicting with styles and approaches.

Adrienne Morgan (Dir. of Strategic Marketing): Yes. The new design will display well both on the web and in print.

Ryan Krail (Art Director): Yes, the single color and simplicity will allow the imagery to do the speaking in both web and print.

Does the new design have long-lasting value?

David Capece (CEO): The new logo is timeless—especially compared to the old design. The old logo was like 90s rebel, but now is outdated and was in much need of a refresh.

Adrienne Morgan (Dir. of Strategic Marketing): Yes and it maintains the legacy of the Yahoo! brand, which is a positive.

Ryan Krail (Art Director): The new design has much more of a timeless appeal. The sans-serif font provides a professional quality—the former slab-serif font appeared childish.

From a strategy and/or design standpoint, what would you have done differently?

David Capece (CEO): From a brand strategy standpoint, I would have considered a techier feel; however, if research reflected that it wasn’t a priority, I believe this design is appropriate.

Adrienne Morgan (Dir. of Strategic Marketing): I would have removed the exclamation point. Again, I believe they would have benefitted from a brand transformation—not just a logo refresh.

Ryan Krail (Art Director): I’m not a fan of the varying stroke sizes—certain parts are thinner than others. Typically, that doesn’t scale well and can appear pixelated. I’m also not a huge fan of the chosen font—looks to be Optima, which is too common. And lastly, I don’t care for the indentation around the letters.

Key Take-Away

Logo design requires significant strategy and skilled, artistic execution. Whether you are redesigning an established brand or creating marketing collateral for a new venture, remember the importance of establishing goals, conducting market research, and developing an effective strategy.

If you’re interested in learning more about branding and logo design, we want to speak with you. Contact our team today.