For the past thirty days, Yahoo! had a rotating gallery of variations on their logo. This was leading up to the big reveal today of their new mark. (Crickets…) All that hype and what we saw was something that really punched me in the gut. Yahoo! has a quirky name and its original logo had some fun with it. There are many search engines out today but I remember when Yahoo! was the only game in town. Reading that they intended to revamp their logo, many ideas came to mind. What whimsical mark will they come up with?
Sadly, what we see today is something that is not much more evolved than something an admin assistant whipped up in Word. Are company marks really taking such a lazy, uninspired way out in developing their new brand looks? What would Paul Rand say today? C’mon, a mark that is nothing more than Optima that is beveled with a slight gradient. What’s so impressive about it? Even the color of royal purple leaves me feeling so uninspired and far from the spring I would feel when I’d “YaHoo!”. Questions run through mind when I see logos like this;
- why are such large companies redesigning their logos in such generic ways?
- are they actually paying a company for this?
- who signs off on these creative directions?
There are many creative, insightful and message-appropriate logos being designed/redesigned out there but this ”generic” trend that I’ve seen over the last few years is troubling. As more and more companies focus on all things digital, I wonder have some of these creative heads forgotten about the core basics of logo development and its applications? Time will tell, but honestly, it has me worried.