The biggest move in branding currently is Yahoo!'s announced new logo initiative that they plan to unveil this Thursday, September 5th.
This is Huge! Yahoo!, founded almost 20 years ago, is one of the pioneers and first major brands of the Internet. Today the company has a market cap of $27.6 billion, more than 11,500 employees, and delivers content, advertising, and tools to over 700 million global users every day.
As such, for Yahoo! this new logo initiative represents not only an effort to “reflect its renewed spirit of purpose and innovation,” as stated by Yahoo! executives, but it also as I see it, represents the opportunity of a lifetime for Yahoo! to galvanize and position its brand within the pantheon of the great brands of all time.
In order to determine whether Yahoo! succeeds or otherwise at its new branding initiative, let’s examine Yahoo!'s efforts to date as well as what they will show us Thursday, through the lens of disciplined branding best practices. Specifically, we will comment on the brand’s:
- Roll out
- Strategy, story, and ethos
- Visual strength