Yahoo! introduces 30 logos in 30 days

Ahead of a major rebrand, Yahoo! is to release a different version of its logo every day for the next 30 days, preparing users for the change ahead

Ahead of a major rebrand, Yahoo! is to release a different version of its logo every day for the next 30 days, preparing users for the change ahead

An official new Yahoo! logo is to be launched on September 4. Ahead of that, according to chief marketing officer Kathy Savitt, “we will display a variation of the logo on our homepage and throughout our network in the US for the next month. It’s our way of having some fun while honouring the legacy of our present logo.”

The project, named 30 Days of Change, will feature a reworked logo each day (Day One’s is shown above) which will be posted on the brand’s Tumblr and Facebook page, as this video illustrates.



As for the new logo, Savitt says it “will be a modern redesign that’s more reflective of our reimagined design and new experiences…. 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’s really interesting here is Savitt’s use of the phrase “To get everyone warmed up, we are kicking off 30 days of change” in her statement. Ever since the online outrage over Gapgate, brands have become increasingly nervous about new identity launches. A lot has been written about the need to get consumers onside, prepare them for change and lessen the shock of the new.

This project looks to be very much in that vein, getting Yahoo! customers used to the idea of change, showing them how the logo might evolve and bringing them along on the ride.

Let’s see what happens when the final version launches.

Want to learn a new skill? Hone your craft? Or just switch off that Mac and do something a little less boring instead for a while? Then our August issue is for you with details on workshops, short courses and a host of ideas to reinvigorate the creative mind. You can buy the August issue of Creative Review direct from us here. Better yet, subscribe to make sure that you never miss out on a copy – you’ll save money too. Details here.

  • This could be a great way of “breaking in” the new identity however we all know that it will get to day 30 and there will be a logo we all preferred. Showing 30 logos beforehand could therefore be damaging to the new identity; a great way to rile up the design community and get some press I suppose. On the other hand Yahoo aren’t just throwing the logo out there (unlike some brands we’ve seen!) and are actually showing some of the logos from the process that possibly didn’t live up to the bill.

    I’m unsure whether Yahoo will be using the daily logo responses as a measurement tool to see which is favoured by its users and then selecting. It would make sense, as Patrick mentions we’ve seen brands make the mistake of not listening to their audiences so many times before.

    Nevertheless it will certainly be exciting to see how the next 30 days pan out up until we are all exposed to the new Yahoo identity.

  • Richard

    So essentially they’re going to through their FontBook, only online, for the public to comment upon and it’s going to take 30 days… Thrilling!

  • Or will this turn out like the Nickolodeon brand? Same name, same colour, wide-range of logotypes.

  • Sounds a good way to gauge customer opinion. Although 30 days worth sounds a little drawn out.

  • I can’t help thinking that sometimes re-branding is a bit like the proverbial emperor and his clothes.

    Clients are very often over charged for the work by expensive design agencies (who have luxurious and exotic lifestyles to maintain, not to mention offices in Covent Garden or some other similarly expensive bit of town). Sadly big corporate clients seem to hunt for agencies that match this stereotype and assume that having a stupidly expensive Italian coffee machine in the office means that the agency is ‘successful’

    The work itself is often poorly executed or simply rubbish and almost always comes surrounded by babble to justify it’s own existence, “more reflective of our reimagined design and new experiences” is pretty typical of this I’m afraid. What does that even mean?

    The fundamentals of design are that function should dictate format; does the design actually work and do what you want it to do?

    If a few more designers had this drummed into them at college, we’d have a much better industry.

  • Martin Philpot

    Yawn…. I’m sorry but this really does not excite me in the slightest.

  • Geoff

    I thought everyone used Google?

  • James


  • They are trying to follow Google with their images changing for different events. I am sure they will introduce the very same thing in no time


  • Yahoo doesn’t have much to work with. They could spell Yahoo out or leave it as Y. They just have to get the typography down. I’m interested to see how different the logo is from the current one. Thanks for the post!

  • Bernatom

    I honestly don’t see a reason to change its current logo. Sounds a more cosmetic change rather than conceptual. A brand thats has been always casual and has been consistant by mantaining a kind of nice type to embody an onomatopoeic doesn’t need to work out much. It’s like Coca-Cola going “modern” and rewriting its name in sans serif. This whole thing about “redesign” or “uprgrade” sounds like a manager trying to forge a legacy. Flickr, for example, didn’t have to change its logo in order to be relevant for an audience who was forgetting it. Flickr just added value to its service. That’s the way to go. Real enhancement. If you want to go after Google and beat it, it wont be done by changing the font of a five letter word.
    Now there is this “flateness” trend in design. Microsoft and Apple went for it. Is this going to be a category aesthetic? Hope Yahoo! doesn’t buy it. It’s identity will be lost in a generic landscape.

  • Feel it’s less about preparing customers for the change of logo than more for marketing purposes. People will have their favourite logo from the 30 days, and possible have a negative reaction if they deem the new logo not as good as one they’ve seen previously. Still has people talking about them and checking their site!

  • Rob

    Looks like a ton of people got out of bed on the wrong side. Let them try it, let’s see how it pans out, maybe learn something? No wonder everyone is complaining about the lack of progressive design…

  • A clever way to gain more exposure for a re-brand launch that no one is that interested in.

  • They have adapted google guidelines to be unique. Welcome yahoo! What could be better than this If it could gain attention of people to surf through yahoo.

  • Mio

    I feel some expectations to be renewal but others disappointed.
    Already we’ve been seeing an image changing experimentally by Google.
    It might be the second taste of them…hopefully it would be exposed by a quite new logo to surprise us.

  • This is an inspired crowd sourced idea which I’m sure will lead to various discussions in the marmite love it or hate it vain … Perfect from a PR perspective!

  • Michael Preston has it spot on. Couldn’t have said it better myself.

  • Marty Rogers

    This seems like such a long time ago now.

    Is it just me who misses the OLD and AWESOME Yahoo!? It’s good that they’ve finally stopped trying to be Google, that was never going to be a sustainable business model.

  • richard gilbert

    Michael Preston you are bang on the money.

  • its amazing to see all yahoo logs in one video. They are all really amazing. As web and logo designers, We can learn lot of things by looking at these logos.