Yahoo looks to showcase changes with new logo

Company will show off a new logo each day until the official reveal on Sept. 5

Yahoo has been making a lot of changes and its executives want to make sure users take notice.

In an attempt to highlight those changes, Yahoo is revamping its logo. Starting yesterday, the company began a 30-day run of rolling out a new logo every day until it unveils the official logo at midnight ET Sept. 5.

"We've introduced beautiful new products that have changed the way you see the weather, read email, share photos, and follow your favorite sports teams," wrote Kathy Savitt, Yahoo's chief marketing officer, in a blog post. "Over the past year, there's been a renewed sense of purpose and progress at Yahoo!, and we want everything we do to reflect this spirit of innovation. While the company is rapidly evolving, our logo -- the essence of our brand -- should, too."

The new logo will be what Savitt calls a "modern redesign" that executives hope will be more reflective of their re-imagined design and services.

"To get everyone warmed up, we are kicking off 30 days of change," wrote Savitt. "Beginning now, we will display a variation of the logo on our homepage and throughout our network in the U.S. for the next month. It's our way of having some fun while honoring the legacy of our present logo."

However, as some things change, others remain the same.

Savitt noted that the logo will continue to be purple and will retain the exclamation point.

Yahoo, under the relatively new leadership of former Google executive Marissa Mayer, is trying to work a comeback in a competitive market. Once an Internet pioneer, Yahoo slipped into a second-tier stance after a string of short-term CEOs and overwhelming competition from the likes of Google, Facebook and Twitter.

However, under Mayer, the company in the last year has made 16 acquisitions -- including deals for Tumblr, at a price of more than $1.1 billion, and mobile app company Summly and quickly moved to focus on mobile, reassure investors, motivate developers and make Yahoo interesting again.

"Yahoo has been going through unsettling changes for years," said Hadley Reynolds, an analyst at NextEra Research, in a recent interview. "While the pace of change itself has probably accelerated under Mayer, she gets credit for bringing a stop to the company's negative churn and getting the company moving in a [positive] direction again."

Sharon Gaudin covers the Internet and Web 2.0, emerging technologies, and desktop and laptop chips for Computerworld. Follow Sharon on Twitter at @sgaudin, on Google+ or subscribe to Sharon's RSS feed . Her email address is

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