Yahoo!’s 30 Days of Logos: Branding Boom or Bust?

You might have heard: Yahoo! announced they will be updating their logo September 5th. Except really, they’re updating their logo today, and tomorrow, and the next day. Every day, in fact, up until THE DAY, we will see a new Yahoo! logo gracing its front page. You know, “to get everyone warmed up.”

Some folks are annoyed, some are calling it a brilliant marketing move, and others couldn’t care less. But the answer to the question of why Yahoo! pumped up its rebranding announcement as if they were changing their focus from “making the world’s daily habits inspiring and entertaining” to “polishing shoes at the airport” is easy: Because they can.

Very, and I mean very few brands have the clout or recognizability to make waves this big with a logo update.  Yahoo!’s logo news was prominently shared by almost every big media name: CNN, LA Times, USA Today, New York Times, Washington Post, etc … and they aren’t the first to make news of rebrands. Just last month Apple’s font change from Helvetica Neue Light to Helvetica Neue made similar press rounds.

Screen shot 2013-08-07 at 3.14.17 PM ~ Aug 7, 2013

Just prior to the big announcement, below is what the Google image results were for “yahoo logo.” The red “X”s mark the 90 percent of outdated, hacked, or otherwise wrong versions:


With 30 additional versions in the mix, this same search will be even more stunning by the time Yahoo! unveils its official new logo September 5th. We’re genuinely intrigued about how Yahoo! will handle brand consistency with this unique situation, and we await the outcome with baited breath.

What do you think of Yahoo!’s rebranding campaign? Will it boost their brand, or is it money down the drain? (Rhyme Unintended. I swear.)

Paul Arterburn is a Co-founder and the Head of Product at Brandfolder, a Techstars Boulder 2013 company. In this capacity, Paul is responsible for overall product vision and execution. This includes managing the development and design processes, constructing and executing the product roadmap, and deploying code daily. Paul is nearing the magic 10,000 hour mark of coding through the dedication of learning 15 different coding languages over the past 15 years. Daring and scrappy, Paul is ready to leave the Web better than he found it: this is what drove him to found Brandfolder. Me in 3: • Movies people can’t believe I don’t like: Star Trek and Star Wars. • My secret talent: As a songwriter my first songs at age 16 were about all girls, and my latest about just one - my fiancé. • My first invention: A wrestling move dubbed 'The Bob Dole' still used across the state of Nebraska today.

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