The consensus may hold that a new Yahoo logo is in order, but
that doesn't guarantee people will like the replacement. Mr.
Wroblewski's Hot or Not-style polling app Polar solicited people on
which they prefer between each day's new Yahoo logo and the old one
and had tallied more than 115,000 votes as of midday Wednesday.
Only one of the new logos -- Day 10 -- ousted the old one, and that
new logo garnered more votes than the second and third most-favored
new logos combined (neither of which received more votes than the
"Each of the typefaces surfaced [during the campaign]
represented in some way a facet of the design principles we were
testing as part of the original design thesis" to redesign the logo
without discarding it entirely, Ms. Savitt said.
The new typeface is one unique to Yahoo. "We always knew that we
wanted to develop our own proprietary font, and that this would be
intellectual property that would come from Yahoo, from our design
team," Ms. Savitt said. And so they did (though Yahoo's new font
doesn't yet have its own name).
Despite the design world's ongoing "flat" trend propelled by the
look of Apple's new mobile operating system, Yahoo went classical
for its typeface. The font would look at home on the banner of
renaissance-era jouster or a British soccer, er, football club.
That could invoke the larger renaissance Ms. Mayer is trying to
incite at Yahoo and reinforce the company's hope to become a solid
business like it once was. "When you want to create an image of
stability, for something to be taken seriously as a business, you
tend to go toward more classical tropes," said Hunter Tura,
president of Bruce Mau Design.
Said Ms. Savitt: "You'll notice a chisel to our logo that's very
architectural. What we're saying is our logo is the foundation upon
which our brand and products and user experience will continue to
Yahoo will have to wait to see whether consumers, advertisers
and shareholders get the message.