It’s the end of an era, indeed. The logo we’ve come to know for the last 18 years has been replaced after a month-long march of different contenders. The new logo is described by Yahoo CEO Marissa Meyer as “whimsical, yet sophisticated” and reflecting the personality of the company.
For the past month, regular Yahoo users have been treated to a different logo every day as a preparation for the replacement of their iconic logo. In general, it is somewhat unusual for a company to make dramatic changes to their logos, largely because of the time and money spent in generating brand-recognition. However changes and updates which keep elements of the original are not unheard of at all, perhaps because of this Yahoo have opted to keep their recognizable purple coloring and the famous exclamation point.
Logo redesigns which do not resonate with their target audience can often be quite problematic for companies. Whether or not Yahoo’s logo replacement will be a hit or not remains to be seen, but with 18 years of history, it certainly has some big typographic shoes to fill.