EverSpark Interactive Comments on New Yahoo Logo

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EverSpark Interactive design team comments on the search engine empire and the decision to revise its logo.

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After publicly trying out dozens of contenders, Yahoo rolled out its new company logo last week.

The new logo is the result of 30 days of experimenting, in which the tech giant tried out a different logo concept on its main website every day according to CNN(09.06.2013). The final design, which is similar to its predecessor but uses thinner, sleeker lines, is meant to be “whimsical, yet sophisticated,” in the words of CEO Marissa Mayer.

Mayer described the thought process behind the logo in detail on her Tumblr blog, saying it's, “modern and fresh, with a nod to our history.” But designer Jessica Mielcarek says the new logo is far from the rebranding victory that Mayer may have been hoping for.

“Yahoo has been flagging and Marissa Mayer was supposed to come in and turn it around,” said Mielcarek, who manages web design for branding and marketing purposes at SEO firm EverSpark Interactive.

For the casual user, Mielcarek said, the changes are minor enough that they could go unnoticed.

Mielcarek says a successful rebrand has to be built around a clear message.

“This is a case where the CEO is positioning herself as a mover, someone who leads change,” she said. “But change just for the sake of change isn't a brand.”

About EverSpark:

EverSpark Interactive is an all-in-one SEO, marketing and online media firm that specializes in creating gripping, keyword-laden copy that will attract attention from both search engines and live customers. The company can be reached at (770) 481-1766.

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Denae Olberding
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