Yahoo!’s logo redesign will be revealed tomorrow (Thursday), and the potential enemy of its success could be its user’s resistance to change or rather a misunderstanding of the strategy it hopes to accomplish.
In this day and age of Twitter, Facebook, and the general ability to share ones opinions quickly and easily, all change will come with its share of positive and negative reactions by those who simply desire to be heard. Despite the coverage those voices often receive, we should try to not give them credence until considering what the strategy hopes to achieve.
Before anyone dives into the backlash or praise, an understanding of brand’s purpose and the alignment of a new logo with that purpose goes a long way. What is the brand? Who is it for? And how does the new logo convey a brand promise in a more meaningful and resonate way?
You might remember when Gap unveiled a new logo three years ago, only for a firestorm to brew and Gap to pull the new logo. Here’s what I said about it then:
The Gap explains that the new logo looks more modern, which might be so. What it doesn’t have is any apparent meaning. A logo is not a brand. It is simply the visual representation of it. But it should be more than a pretty (modern) picture. It should tell a story and reflect the highest emotional intensities in the market. Without that, it becomes a cipher and people will starting complaining, “I don’t like the color,” instead of focusing on what’s important.
Yahoo! is faced with a similar predicament. Check out the runners-up Yahoo! has revealed in its 30-day countdown.
Yahoo! has undergone a lot of changes, all of which can help define its brand vision and strategy, and more importantly the user who chooses Yahoo!. Yahoo! must make sure it puts the pieces together to justify its new logo rather than just pulling the curtain and asking, “What do you think?” Otherwise, Yahoo! might not like the response it gets.