A bunch of type hype: The new Yahoo! logo revealed
Written by
Kate Lawless
September 6, 2013

For the past 30 days, we’ve witnessed an identity transformation for the still-popular Yahoo! brand. While I personally feel that the new Yahoo logo is a bit of disappointment (and for the purposes of this blog post, I’ll omit why), I think the execution of the identity change was brilliant.

In recent years, graphic designers and consumers alike have witnessed some tremendous re-identity failures. Remember the Tropicana logo change? How about the Gap logo redesign? These redesign failures were so publicly scrutinized and criticized with such poor ratings that they must have terrified many well-known brands from updating their own logos in such a grand scheme.

In stark contrast, Yahoo’s 30-day new identity launch program, which published one new idealized logo each day, not only gained public attention but also eased in the idea of change. This campaign effectively notified consumers ahead of time that change would indeed happen and allowed everyone to get comfortable with it just in time for the big reveal.

Most of all, the addition of one new logo a day published to Yahoo’s platforms was a creative and fun way to engage consumers in the process, shedding a little light on just how many different directions an identity can go. Publicizing the process cued the public (or non-designers) into how much just one stroke can make a big difference on a first impression.

I hope this subtle education goes a long way and that we continue to see similar campaigns, because the more non-designers understand the complexities of graphic design, the better off the creative industry will be.

When she isn’t scheduling social media and writing blog posts for AIGA Baltimore, you can find Kate Lawless designing communications, digital signs, documentation, and interactive software elearning for a large healthcare organization in Baltimore.

You can reach Kate on Twitter @katereez, and find the original blog post and more design and daily musings on her blog, DESIGN/Vines.

The wait is almost over...Baltimore Design Week 2015 is coming October 16–October 24, and registration is open NOW! Get ready for a week of awe-inspiring events for designers and design enthusiasts alike.

September 23, 2015
To gear up for Commercial Type's Design Week talk, we have a challenge...what does your favorite type character say to you? Use photos, illustrations, or whatever strikes your fancy, and share your favorite glyph's selfie — or glyphie — for a chance to win a ticket to the Commercial Type event. Read on for details!
September 22, 2015
The 2015-2016 AIGA Baltimore Board is made up of nine volunteers dedicated to advancing the industry of design and creativity in Baltimore. Meet your Board Members!
June 4, 2015

Over the next four years, AIGA will allocate $1 million toward new and exciting projects through AIGA chapters across the country. If you’ve always wished AIGA Baltimore could participate or that your local design community was more involved, AIGA Innovate is the way to get those great ideas off the ground.

During this relaxed happy hour brainstorming session, we want to hear your ideas and learn more about want you want to see from AIGA Baltimore. Come and make your ideas known!

Baltimore · Tuesday, December 8, 2015
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