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InVision ambassador ambassador
Owen Hughes
Owen Hughes Updated

Yahoo! rebrand (again!)


This seems to have slipped under the radar here in the uk (mainly due to the political news). 

I personally love it, it looks great, they had a great agency on it and hopefully it breathes some new life into them.


What does everyone think of the new Yahoo! rebrand? 



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Ashima Sood
InVision ambassador Ashima Sood , ambassador Edited

I have to say I like this new design. The good thing about Yahoo is that they have their trademark 'exclamation' to brand with which opens up a lot of rebranding opportunities and it allowed for such a drastic rebranding strategy. Eventually after examining it, I found that they've more or less retained the logo's character but is more sober-- I heard the famous "Yahooooo!" in my head as I watched the animation (to be fair, I was predisposed). The heavyset, flat white (Centra No. 2 Extrabold as I looked it up on Pentagram's website) against purple has a real presence in comparison to the lightweight font they had earlier. The Verge talks about how the 22.5 degree tilt is meant to "suggest(s) a sense of momentum and excitement",c_limit,q_auto:best,f_webm/wp-cms/uploads/2019/09/12-yahoos-new-logo.gif < Also a fan of this motion design. I see opportunities for interactions here!

All in all it seems to be doing what any rebrand is meant to do-remind the world of the company's existence just in time for new product and feature releases. Kudos to Pentagram!

Kayden Knauss
InVision ambassador Kayden Knauss , ambassador

I'm such a sucker for the way companies use their elements in interesting animation. I dig the logo and that exclamation point is awesome. 

This is a wonderful change from their old logos that feels full of life and application choices.

I truly have nothing bad to say about it, I agree - good job, Pentagram!

Caitlin Cambron
InVision ambassador Caitlin Cambron , ambassador

I love the rebrand and find it hard to critique Michael Beirut. He's so down to earth and such a great designer. Yahoo! and Pentagram seem like a great match as far as their legacies, however, I'm surprised to see Pentagram take on this work.

Yahoo! is an OG brand on the internet, meaning they're bound to die out or revolutionize to stay relevant. From former Google exec Marissa Meyer coming on board in 2012 to the 2017 sale to Verizon for only $4.8b (formerly worth $125b), they seem to be moving in the direction of dying out. This doesn't negate their beautiful new logo, but it does bring up the question: why did they make an investment in their brand, now? Likely not a topic for this forum, but thanks for bring this up Owen!

Michéle (Mikele) De Sousa
InVision ambassador Michéle (Mikele) De Sousa , ambassador

Hi Team

Some really good feedback in this thread. Love it!

Loving the new look and use of motion in their execution. So much you can do with it. Enjoy the thoughtfulness of the new look with the exclamation mark and the slant.

I enjoy rebrands that execute their thinking in this way as I appreciate what they are trying to do.

Other than that, love the value that the rest of the ambassador team has done. You guys are all awesome!



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