After displaying a revolving set of logo options on its pages for the past month, Yahoo has finally unveiled its new official logo.
Assessments of the logo range from "underwhelming" to downright scathing. As branding expert Laura Ries told The Seattle Times, "There's nothing wrong with improving something, putting lipstick on something, but at the end of the day is it a pig or not?"
According to Yahoo CEO Marissa Mayer, she and other decision-makers spent an entire weekend choosing and refining the new logo. "We knew we wanted a logo that reflected Yahoo - whimsical, yet sophisticated," Mayer wrote on Tumblr. "Modern and fresh, with a nod to our history. Having a human touch, personal. Proud."
Pictured: Yahoo's new logo.
"Whimsical" and "sophisticated" are nice, descriptive words, but they fail to answer an important question: What exactly does Yahoo do? The company has been on an acquisition spree since Mayer took over, acquiring multiple companies including Flickr and Tumblr. Aside from displaying an aversion to the letter "e," the acquisitions have done little to define Yahoo's brand.
Despite all of the attention that Marissa Mayer has drawn over the past 14 months, Yahoo hasn't brought in any significant new revenue. The company depends largely on advertising, which is trending mostly to Facebook and Google.
When Mayer took over the C-suite, Yahoo's stock price did climb significantly. Shares have also risen thanks to Yahoo's acquisition of Alibaba Holdings Group. However, as Nicholas Carlson of Business Insider wrote in January, "The question that has plagued every Yahoo CEO for the last 10 years or so is a pretty simple one: What does Yahoo do?"
Mayer says that Yahoo's goal is to deliver a personalized Web experience based on the articles that people click as well as information shared through social media. Mayer calls it "the Internet, ordered for you," but as she told the World Economic Forum, it won't be completely available for another three to five years.
Yahoo has made strides in mobile. Its top products, like Yahoo Mail, Yahoo Sports and Yahoo Weather have been packaged in beautiful mobile apps. Also, thanks to Mayer's nit-picking redesigns of Yahoo's content pages, viewership has increased by as much as 120 percent.
So Yahoo is definitely up to something. Even if no one can explain exactly what that is.
Edited by Alisen Downey