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Yahoo!'s Logo Critics Are Off Base

Stocks in this article: YHOO

NEW YORK ( TheStreet) -- If you haven't been tracking it, Yahoo! (YHOO) has been doing a pretty neat form of stealth marketing over the past month. It has turned a strategic action -- replacing the old logo with a new one -- into a marketing event.

It has unveiled one logo a day for the past month and told folks it would announce its pick for the new logo earlier this week.

Yahoo! did -- and the Twitterverse unleashed its fury against the pick.

Now, Twitter always seems to attract critics, jokes and lots of snark. So, it's not a surprise that the same happened here.

Here are some of the more recent comments from my Yahoo! Twitter stream:

  • "Am I missing something with the new logo? So boring!"
  • "This new Yahoo! logo is a game-changer" (That was sarcastic!)
  • "Please redesign the new redesigned logo!"

And it's not just the "Man on the Tweet" opining. Megan McArdle of Bloomberg View complained loudly that CEO Marissa Mayer shouldn't spend a minute worrying about something as inconsequential as a logo:

...if your CEO is spending the weekend designing a new logo for your multibillion-dollar business, you're doing it wrong. Maybe this is supposed to be a sign that she's involved in every aspect of the company, but what this actually denotes is someone who can't delegate or prioritize. Even if you think that Yahoo! needed a new logo, on the list of problems the company needs to fix, this ranked somewhere between "Rejigger vacation schedules" and "Get the third floor coffee maker fixed." If Marissa Meyer sic is going to work weekends, her attention should be fixed higher on the list, on items like "find a business model that isn't in slow-but-inexorable decline.

The problem with marketing in general and logos specifically is that everyone's a critic. Oh, I like that. Oh, I don't like that.

I remember when I worked for a software company during the Bubble 1.0. We spent a lot of money (to us at the time) for a branding company to redesign our logo. They presented it in our corporate boardroom and then asked all employees to come through to see it.

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