Say hello to Yahoo’s new logo. After changing its purple wordmark every day for the past month, Yahoo revealed the winner tonight. It’s part of an effort from CEO Marissa Mayer to give inject some fresh visual interest into the venerable tech brand, while keeping the familiar color and exclamation point.
Yahoo CEO Marissa Mayer described the process of designing a new logo in a Tumblr post this evening that said the new logo reflects the personality of the company she took over last summer.
There are no straight lines in the new logo because “straight lines don’t exist in the human form and are extremely rare in nature, so the human touch in the logo is that all the lines and forms all have at least a slight curve,” she wrote.
The design team wanted a mathematical consistency to the new logo and leaned toward letters with thicker and thinner strokes. Lowercase and sentence case presentations were also considered, Mayer wrote.
“But, in the end, we felt the logo was most readable when it was all uppercase, especially on small screens,” she wrote.
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