Yahoo! rolls out redesigned logo

Out with the old and in with the new at Yahoo!. After an extensive media campaign, the company has revealed its new logo.

It’s the first logo refresh for the company in 18 years. The new Yahoo! is said to use a proprietary font designed in-house, in the company’s traditional pantone Violet C. (Via Yahoo!)

CEO Marissa Mayer said she worked with the design team to hash out every little detail.

Every facet of the font is curved slightly, which is especially noticeable at the ends of the letters.  The second O is larger than the others — a callback to the echoing yodel from Yahoo!’s old commercials.

And, of course, they remembered to “tilt the exclamation point by 9 degrees, just to add a bit of whimsy.” (Via

This unveiling comes after Yahoo! ran a monthlong media campaign, in which it paraded a rogues gallery of rejected logo concepts on Yahoo!’s front page and network once a day. (Via AllThingsD)

Reactions are confused and underwhelmed, both by Yahoo!’s enthusiasm and by the final product. But TechCrunch says the new logo does represent a certain improvement.

“The new emblem feels buttoned up and slimmed down. Perhaps the company is trying to project a tighter, more controlled image now. In that, at least, it may have succeeded.” (Via TechCrunch)

One designer who talked to AdAge agrees — Yahoo!’s new classical look is intentional. “When you want to create an image of stability, for something to be taken seriously as a business, you tend to go toward more classical tropes.” (Via AdAge)

And then you make that whimsically tilted exclamation mark dance across your homepage. (Via Yahoo!)

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