Yahoo’s Tweaks to 18-Year Old Brand are Underwhelming, Industry Execs Say
Amid an overarching company turnaround under CEO Marissa Mayer, Yahoo has decided to redesign its 18-year-old logo and devised a 30-day campaign to drum up attention, spearheaded by CMO Kathy Savitt. But will the effort prove effective?
“I think they’ve got bigger problems than their logo,” said Forrester principal analyst Jim Nail, alluding to the portal’s declining display advertising revenue and struggles to make money off its mobile audience. “Aside from that flip answer, the whole name ‘Yahoo’ and the design of that logo is still very, at best, Web 2.0 if not Web 1.0. It’s a bit dated.”
“The logo to me feels a little hokey, it’s old, and I really support redesigns,” said Deutsch LA’s chief digital officer Winston Binch. “It won’t save their business, but great design can do a lot. It can lead people to reconsider Yahoo, a better customer experience, get employees reenergized.”
