I recently saw a post about the new Yahoo logo and re-brand. I was dumbfounded by the new look, as to me it looked like nothing special. The agency, Pentagram, a well-known branding group out of NYC came up with this new look.

https://www.fastcompany.com/90407757/yahoo-has-a-new-logo-again

To me, it seemed very boring and probably ended up costing in the millions, however, I am not a designer. I posted this question to a group of creatives and received some interesting comments.

“Probably it took them months and many rounds of revisions. I don’t hate it.”

“Its a whole identity created around the brand and their existing strategy. Simplicity is the key thing to a strong identity. As for the work, these kinds of project is all about alignment with brand strategy, stakeholders and the customer. Not an easy task I can tell you!”

“Here’s what I know. It’s an improvement and I would have done the same and only charged them $50,000 which was probably 1/4 of the price”

“No it’s finally properly balanced, mature/ bold and still playfully like it was in the 90’s .. like it!”

It is interesting that the creatives, designers and art directors love it, but most of us hate it. Regardless, if you need a good logo, branding or a solid website, you do not need to spend millions. Contact us for a free quote.