Seeing it used in the logo of modern company is, quite frankly, bizarre -- especially a company trying to be "fun", because it is not a "fun" font. It was corporate/educational.
This is really sad. Yahoo has produced some wonderful looking stuff lately. Their Android weather app that pulls flickr pictures looks amazing.
Someone blew an opportunity to actually signal that the company had changed and blew it badly
But through some clever marketing techniques the entire internet is abuzz (and has been for a month) about a minor change in font. Seriously - the change itself is utterly uninteresting and uninspired. So nice job, Yahoo marketers!
It screams of rebirth and new beginnings without completely tearing out the foundation.
The only grounds I can see for criticising it is that it doesn't follow the 'flat design' aesthetic, but I don't think that's a problem. Plenty of logos don't.
So all bad logos indicate lack of interest by companies for the things they are selling? Maybe we can trade stock on that premise!
EDIT: I gnu image manipulated it: http://imgur.com/XajyMr7
But in survata's tests day 7 and day 10 were very close together -- 45% and 47%, compared to 36% or lower for others -- so it would be entirely possible for yahoo to have tested all 30 and had those two rank oppositely.
It looks dated. The bevel looks like Word Art or something I would have thought was cool when I first started playing around with Photoshop.
Its too complex. I was expecting them to embrace the current trend of flatness, and simplicity is a timeless aesthetic. The cutaways from the tops of the lines add to the complexity along with the many different angles, letter heights, and "O" bowl-size.
It is similar to the Google logo with the bevel, rather than say Apple or Microsoft. Considering Marissa's work on the Google homepage, the familiarity with the Google logo might have made her more confident in this variation.
Losing that distinctive "Y"
I prefer the old logo.
I can see it growing on me though. I would remove the bevel and the caps on the "YAH" letters.
If it were me I probably would have tweaked the original logo and made the font look more mature and symmetrical.
Tangentially, it's amusing that businesses named "Optima" often choose that eponymous font. Even American Express did this with the Optima line of credit cards.
It reminds me of being in a mall, and looking for that one interesting store that I want to go to. I pore over a directory, scanning over a whole bunch of logos, for brands whose names I can't even remember. Eventually I find the one I want, and in that moment, if you asked me what else was on that directory I could not tell you. The new logo is on that directory somewhere, attracting no attention.
http://au.yahoo.com (Yahoo! 7)
http://www.yahoo.co.jp/ (Yahoo Japan)
I really feel that while these spinoffs seemed like a good idea at the time (and in the case of Yahoo Japan were very successful spinoffs) having separate businesses with different branding will come back and hurt Yahoo! soon.
The new logo seems almost devoid of flavor. The rest of their homepage has a nice UI without gradients, and this newly adopted logo seems like a extremely odd misfit, almost out of place. There's absolutely no sense of belonging.
Seems to work even better as animated gif (like on the main home page).
I'm glad the logo didn't get completely butchered into something unrecognizable. That would have been a big loss of brand equity.
I feel the old logo just needed some modern tones and these new logo has it.
Ultimately, they'll still be facing the same challenges they faced 31 days ago ... just like every company they call their competition.
This one seemed classy enough and modern ...http://media.tumblr.com/bd2439f8e2fc7a08ce923374af8f3758/tum...