Dive summary:
- Yahoo is changing its logo and launching a 30-day campaign to elicit attention, but many industry executives are not impressed.
- The 30-day campaign, which involves posting a different new version of the Yahoo logo until the final reveal on Sept. 5, has come across as gimmicky.
- There is very little variation in the three logos revealed so far; Yahoo failed to involve users in the process by forgoing any sort of voting system to decide the new logo.
From the article:
"'If this is a campaign, this is the first I've heard of it,' Mr. Nail said on Friday afternoon. 'And again that makes me worried that this is more of a personal choice by a new set of executives rather than a strategic statement about who Yahoo is today, where it's headed and why that's different that it was in the past. That's the kind of message Yahoo needs to get out.'"