Have you see the new yahoo logo?.....

After a 30-day tryout of dozens of new corporate logos that it’s now clear were never going to be chosen, Yahoo YHOO +0.57% has rolled out its final choice – to a chorus of boos.

The logo, which was custom-designed by CEO Marissa Mayer and a team of designers one weekend in summer, is intended to … well, let’s hear it straight from Mayer:

    We knew we wanted a logo that reflected Yahoo – whimsical, yet sophisticated.  Modern and fresh, with a nod to our history.  Having a human touch, personal.  Proud.

    Other elements fell quickly into place:

        We didn’t want to have any straight lines in the logo.  Straight lines don’t exist in the human form and are extremely rare in nature, so the human touch in the logo is that all the lines and forms all have at least a slight curve.
        We preferred letters that had thicker and thinner strokes – conveying the subjective and editorial nature of some of what we do.
        Serifs were a big part of our old logo.  It felt wrong to give them up altogether so we went for a sans serif font with “scallops” on the ends of the letters.
        Our existing logo felt like the iconic Yahoo yodel.  We wanted to preserve that and do something playful with the OO’s.
        We wanted there to be a mathematical consistency to the logo, really pulling it together into one coherent mark.
        We toyed with lowercase and sentence case letters.  But, in the end, we felt the logo was most readable when it was all uppercase, especially on small screens.

Not least, she added, “Our last move was to tilt the exclamation point by 9 degrees, just to add a bit of whimsy.” But not too whimsical. Yahoo Chief Marketing Officer Kathy Savitt told Advertising Age that the font was intended to be a little less casual, befitting the seriousness of the turnaround the company is attempting: “You’ll notice a chisel to our logo that’s very architectural,” she said. “What we’re saying is our logo is the foundation upon which our brand and products and user experience will continue to be built.”

So you can see that Yahoo spent a heck of a lot of time carefully crafting what is, after all, the icon for what is still one of the world’s best-known brands.....forbes

Question is ...new or old, which do you like or prefer?