Pentagram has updated the Yahoo! search engine logo and branding. According to the design consultancy it was an interesting experience to adapt such brand distinctive as colour and exclamation mark to modern aesthetic requirements.
The modern tendency to simplify logotypes has influenced the Yahoo! brand. The design is meant to reflect the new policy of the company that is now focused on personalized marketing. With this aim the capital letters were replaced by lower case ones using the Centra No.2 Extrabold font and making symbols more geometric and compact. The purple colour associated with the Yahoo! company was not changed. The logo has been designed so that the y! monogram can be used in sub-brands.
