Yahoo finally picked a new logo – so let’s take a tour through the reject pile

You guys! You guys, seriously, listen up: It’s finally here. The new Yahoo logo in all its Marissa Mayer-leading-Tumblr-buying glory. Look up at it.

That’s right. Take it all in.

“We wanted a logo that stayed true to our roots,” reads Yahoo’s announcement. “(Whimsical, purple, with an exclamation point) yet embraced the evolution of our roots.” And what an evolution it’s been. If you remember, Yahoo went through 29 duds before the big reveal. In celebration of this final decision, lets revisit and play a little word association with some of the earlier options, shall we?

Day 2

yahoo 2I’m confused: Is this a logo for a Web company or a new Greek yogurt that helps with indigestion?

Day 6

6This has got to be a joke. Art Deco called and it wants to kill you. 

Day 15


What a fun, kooky logo for a new dating site that matches you based on your pets!

Day 18


You’re not even trying. Was this made in Word?

Day 22


Unless you can get that thing lit up in neon, make it read “YOLO-HOO,” and fasten it over my desk, get it out of here.

Day 26


Does someone have Android typeface envy?

Day 29


Go home, designers, you’re drunk.

All bringing us to day 30. What a long, strange journey it’s been. If you want a glimpse of the intricacy in which Yahoo designed the new logo, take a trip over to Marissa Mayer’s Tumblr. Damnit, she really is all about the details – check out this sketch: 


She even threw in a GIF, illustrating the depth of the letters: 

And there you have it. 

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