Yahoo unveils new logo, still purple and in all caps

PanARMENIAN.Net - After a month-long typography fashion show Yahoo crowned a new corporate logo Wednesday, Sept 4 night, CNET reports.

While still purple and in all caps, the company's new logo dumps the serif-like font for a sans-serif presentation with distinctive interior elevations. It also adds a twist to its familiar exclamation point, allowing it to dance around half the logo during page refreshes before settling at the end of the company's name. An alternate version includes a reverse white-on-purple presentation.

Yahoo announced in early August that it would parade a series of new logos each day for one month, after which the logo that best exemplified the company's "renewed sense of purpose and progress" would be unveiled. However, while the updated logo is intended to reflect a new corporate personality, Yahoo made clear it would retain the familiar exclamation point, purple complexion, and trademark yodel that have represented the company for the past 18 years.

While changing a logo is unusual, due largely to the cost and effort that go into building logo recognition, it's not unheard of. To maintain consumer recognition, new logos tend to retain at least some element of their predecessor, CNET notes.

Google unveiled a new logo in May for its recently acquired Motorola Mobility, replacing the decades-old red button "M" for a rainbow of colors and a "Google company" tagline. A little more than a year ago, Microsoft introduced a redesigned logo that retained the long-standing Windows logo but did away with the wavy look of a squared-off image.