In the midst of a strategic company turnaround effort under CEO Marissa Mayer, Yahoo has decided to redesign its 18-year-old logo and has devised a 30-day campaign to drum up attention around its new logo by showing a different possible logo each day until the culmination and selection of the “winner”.
Ask any long time user of Yahoo, and you will almost certainly hear that the user experience, look and feel, and even core functionality feels outdated and should be refreshed. That said, what most customers and users want is not simply a new look, better colors or different font, they want to understand and see why Yahoo should remain their go-to personal site, why and how Yahoo can still be a strong media channel and property for business and advertisers and what about Yahoo’s content is compelling. In short, why Yahoo at all today?
So, in this context, what effect will their new logo and 30 day roll-out campaign really have? ”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. However, “… a logo refresh can be a good statement to say, ‘We’re not your father’s Yahoo”. Deutsch LA‘s chief digital officer Winston Binch says, “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.” Some in the industry feel that Yahoo’s campaign to preview one new logo candidate a day over 30 days comes simply gimmicky.
Will the effort prove effective? Or is it really more of a distraction at a time when Ms. Mayer’s team at Yahoo needs to be focusing on truly critical decisions around the strategic positioning of Yahoo and what its brand actually stands for?
Let us know what you think and as always stay #TopRight.