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Yahoo!'s Logo Critics Are Off Base

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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