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Say Goodbye to Yahoo!

Over the past year Yahoo has been making extensive changes throughout the company.  From buying 20+ companies to making updates to the way they use branding across all their web properties, and many more, there is no doubt that Yahoo is trying to lose their image as a dying relic of the early days of the Internet.  For the most part, Yahoo has been doing a great job with staying in the spotlight, and even regaining some of the respect they had lost over the years.  According to a recent announcement, they are taking another huge step in this process on September 4th when they will reveal a brand new logo.

The “YAHOO!” logo has been with the company since it was started 18 years ago, and is obviously extremely recognizable at this point.  Marketers and advertising experts can debate back and forth about whether this rebranding is a good idea or not, it is certainly in line with their ongoing attempt to reinvent and revitalize the company.

According to a blog post from Chief Marketing Officer, Kathy Savitt, “Over the past year, there’s been a renewed sense of purpose and progress at Yahoo!, and we want everything we do to reflect this spirit of innovation, while the company is rapidly evolving, our logo – the essence of our brand – should too.”

In an attempt to build some additional excitement around the new logo, Yahoo! will be displaying a different version of their logo on the homepage and throughout the entire network to visitors from the United States for the next 30 days.

On the blog, Kathy Savitt said this about the final choice for the permanent Yahoo! logo, “The new logo will be a modern redesign that’s more reflective of our re-imagined design and new experiences.” She also hinted at some aspects of the new logo, saying “We also want to preserve the character that is unique to Yahoo! – fun, vibrant, and welcoming – so we’ll be keeping the color purple, our iconic exclamation point and of course the famous yodel.  After all, some things never go out of style.”

What do you think of this change from Yahoo!? Will it be a positive step in their ongoing corporate refresh, or something that will get them some short term attention and then be a fairly meaningless change in the long term?

You can see the announcement on Kathy Savitt’s blog.  You can see each logo of the day HERE.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.


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