I highly recommend reading this article which discusses the redesign of the Yahoo! logo. It hits all the marks, and it is very well supported by reasonable and professional arguments. It uncovers a serious weakness of the business, which is a weak brand and thus, the CEO’s inability and lack of capacity to adequately handle a seemingly simple process as logo design.
The hard part is defining what your brand is and what it aims to become. Your brand strategy follows your brand ambition, and your visual identity mirrors your overall brand ambition. Identity is not just how you look, it is what you say, what you do, what you are. What is Yahoo? What is at Yahoo’s core? What does the company stand for? We don’t really know…
This post is not about the technical quality of the logo. I am not writing about brand design, but about brand management. This is about a simple rule: Brand design follows brand management, not the other way around
For a brand like Yahoo there is something more important than spacing, kerning, colors, serifs, or making designers angry at this point. No, it’s not getting attention. It’s gaining trust. Ironically, for that you need a reflective, clear, and consistent brand identity. A different logo powered by bullshit doesn’t convey identity and trustworthiness. It conveys desperation.