Wednesday, September 25, 2013

Yahoo Indeed!

Nothing to Shout About

Apparently Yahoo CMO Kathy Savitt and CEO Marissa Mayer believe the best rebranding strategy is an in-house, throw spaghetti at the wall and see what sticks approach.

And the idea of polling the public for votes on the different designs is as stupid as the idea of letting the designs be done internally. Let's just call this the 'American Idol Approach.' Marketing peeps feel this 'engagement' creates buzz. But the public are not arbiters of good design.

And in the ramp up to the 'big reveal' they let virtually every runner-up design have its one 'day in the sun' to create momentum, in what ended up being a font parade of blah.

If the idea was to make the winning design look great by comparison to the multitude of losers, this was a 'brand fail' from the get-go.

Here are some of the runners up...

Drum roll please.

And the winning logo is...

Yep. And when you log on to Yahoo! the logo has a cute and tiny animation whereby the exclamation mark gestures or does a little dance. Whoo hoo Yahoo! — an effect wasted at such a small scale.

That's it? Really?
Yep. That's what we waited 30 days for.

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