Recently I was having a conversation with A about the new Yahoo! logo (way to pick up on topic of the moment, no?). She was asking me what I thought of it, and my immediate response was – “meh” (I did not realize that my opinion matched his, at the time). We went on to have a discussion on why someone would go through this entire exercise of rebranding, and then come up with this result.
Personally, I believe it’s just a great exercise in PR. First of all, they spent 30 days coming up with every possible permutation on the logo, thereby generating tons of press about the effort to rebrand the company and its culture. Then they have a grand unveiling, and reveal a logo that has everyone going “?!?!”. Voila! You have another week plus worth of discussion surrounding the logo. After all, everyone and their grandmother (this includes me) has to have an opinion right?! Not to mention that some of us can spend our Sunday afternoons writing about it on the Internet. Yet another reason to love this world of free publishing. Seriously though, it’s brilliant. We now have tons of PR generated off this exercise, and I’m willing to bet that the returns are outweighing the marketing costs as far as designing the new logo went. Well played, Marissa Mayer!