Yahoo! have recently been releasing a logo a day for 30 days, in the run-up to the launch of their rebrand on 5 September.
It could have been an interesting idea if it had been handled as a genuine exploration of the brand – enlightening the public about the thinking behind it and involving them in the process.
Unfortunately, it’s been executed on such a bizarrely simplistic level that it comes across as a parody, no doubt reinforcing everyone’s worst preconception about branding – namely, that it’s just a matter of superficial visual decoration, like picking out a new set of curtains. (That’s the standard analogy anyway – do people still pick out sets of curtains? I suppose they do.)
Ben Terrett writes about it well over here (branding not curtains).
Anyway, the whole exercise was crying out for a copywriting treatment, so I had a go at writing 30 tones of voice in 30 days. It’s not entirely serious, although anyone reading from Yahoo! is welcome to use this as a starting point. I have a feeling we may see a bit of ‘Defensive’ in the next few days.
You can read the whole thing here: checkthis.com/yahootone
UPDATE (5 Sept)
Yahoo! has now unveiled its new tone of voice. Judging by the quotes from CMO Kathy Savitt, they have gone with Surreal Defensive.
On the logo:
“You’ll notice a chisel to our logo that’s very architectural. What we’re saying is our logo is the foundation upon which our brand and products and user experience will continue to be built.”
On the animations:
“It might be an exclamation riding on a Segway, or riding on a pogo stick or swinging on a Tarzan vine.”