CEO Marissa Mayer has unveiled Yahoo’s new logo. She says that it’s “whimsical, yet sophisticated. Modern and fresh, with a nod to our history. Having a human touch, personal. Proud.”
Whimsical? Does anyone see whimsical in the new logo?
Mayer says, “We didn’t want to have any straight lines in the logo.” I see plenty of straight lines. The first three letters look like nearly all straight lines to me. I suppose a graphic designer could blow up the logo and get out a bezier tool and show me that actually, there’s a very very slight curve in some of them, if looked at in the right light. That means, in the real world, that the lines are straight.
There was something nicely irregular in the old Yahoo logo. Things didn’t line up, and that was okay. That was the old spirit of the Internet of course, back from the old days when being online meant being more anonymous, rather than having all the details of your private life open to corporate data miners and government spies. Of course, being irregular and being profitable don’t tend to go well together, and CEO Mayer is all about building profitability. So, Yahoo is, with its logo leading the way, forgetting about the people who would actually say “yahoo” out loud, and aiming at the market segments who prefer the lines of their lives to be entirely predictable. Predictability = profitability, after all… once you get over the yawns.