Changing logo of one of the longest running Internet companies and also a brand valued by a whopping 10,000 million as was the case of the Yahoo! logo in theory is a matter serious enough not to take it lightly. Instead, and against all odds, its current CEO Marissa Mayer, which I proclaimed fan starting today, has achieved with its unique strategy, much more than anyone could have imagined. Let’s try to analyze it.
Upon entering a new person in command of Yahoo! to refloat the ship with the intention that back to what it once was, I think we all were waiting impatiently to change their corporate image, for renewal who want to get inside , could proclaim to the whole world, and you clearly see that the course change and regeneration is complete. Especially when for 18 years he had not undergone any change in design, almost from its inception.
In considering this change, normally in this case would be to hire a prestigious consulting firm in: design and corporate image, which would have made a mega-super-logo of the good, with everything imaginable, from the corporate to the essence and values intended to convey and others who would have liked a few, and as always, little to others but theoretically would have been at the height of an enterprise of such magnitude publicly traded. And above all, would have cost a whopping money doing exactly what was expected to do.
Instead, Marissa, based on their intention to see the giant gilt with enthusiasm, and / or real renewal, chose to act as he would a startup either, in-house designing the new logo, and also personally engaging in conception, for their love of design, along with designers and creative heads of the company.
With this decision against the current, sent several clear messages in different directions:
Leadership: The corporate image is a symbol, and Marissa knows and as such has been used to broadcast from its inception that they are capable of doing things that will bend over backwards by the project, rolling up if necessary and making more than they are expected to do. Leadership starts by doing what you say, before you tell others that they do, and that it has done an exemplary manner its CEO, get down to work with his team to give a new logo to the world.
Savings: In a time of change and recovery especially their bad situation, do not waste a penny, and less on something that they can do at home. And I do not see in any way as an insult to the profession as a designer may think, the design has been done by design professionals with extensive experience, but not outsiders, but the best of its workforce.
Illusion: Yahoo! despite its size, regains his initial enthusiasm like a newborn company that has everything to do, and makes things from scratch with enthusiasm, especially visible in his image, which is what everyone will see of them , good or fair, but own.
Talent: With your logo design at home, prioritizes establishing a sense of belonging and unity, giving prominence to his team, and shows off the talent itself giving you the confidence to do something so important to the company.
Marketing: At the same time, to do what no one expected, attention, and as with the previous campaign smart 30 possible logos in 30 days, showing proposals sent by users, get back in the mouth of all, generating expectation and being new source of news and current affairs, something that badly needed Yahoo!.
And in the end, things fall under its own weight, and over time we’ll be used to this new logo, which despite myself I must admit that at first I do not had to convince, now I like, by the mere fact that transmits and says much more as it has been, that what meets the eye.
What do you think? Do you agree with me or you think it was a terrible mistake? Would you have been able to do something that had more or better able to reach your goals?