Yahoo’s new logo makes it look more like a cosmetics brand than an internet company

You look at the collage of tech company brands vs the one of cosmetics brands, and Yahoo!’s new logo doesn’t seem to fit on the former, but rather in the latter; doesn’t it?


There’s no question that CEO Marissa Mayer has people looking anew at beleaguered old-guard portal Yahoo. Enough to get pundits to stop using adjectives like “beleaguered”? The jury’s still out. But the stock price is moving in the right direction, employee morale is up—even among those who were asked to stop telecommuting—and the deft acquisition of Tumblr and a flurry of smaller startups points to a desire to swing for the fences and write a new, future-facing story for one of the internet’s original superbrands.

Somewhere along the way, Meyer clearly decided that this “new story” required a different cover: Over the last 30 days, dubbed the “30 Days of Change,” Yahoo! has unveiled a different new logo every day, all representing potential replacements for its 18-year-old visual yodel.

It got the company a lot of mileage, says Julie Cottineau, founder and CEO of digital brand consultancy…

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