All the engineers looked at it and said: "That's it? How much did we pay someone to do that? I could have done that myself."
No one ever calls in the company to the corporate boardroom to look at code people have written or legal documents the General Counsel has drafted. No one complains about a sales guy: "Oh, he closed them? Big deal. I could have done that."
Marketing folks are like artists. Like artists, their work inspires lots of ribbing, criticism and sometimes praise.
Oh, and people on Twitter do not like change. You throw a new logo out there and it's bound to provoke these catcalls.
I'm not going to tell you the six things that make this new logo better than the old logo. When Mayer says: "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," I have to admit, I'm not really sure what she's talking about.
When Kathy Savitt, Yahoo!'s CMO, says "You'll notice a chisel to our logo that's very architectural. What we're saying is our logo is the foundation upon which our brand and products and user experience will continue to be built," I have to take her word for it.
I don't have a degree in or any experience with marketing.
But here's what I do know -- we're spending enormous time and energy here on these Web pages, on Twitter and the rest of the Web discussing Yahoo!. We've spent the last 30 days debating the merits of various logos that have been in the running.
As Oscar Wilde said, "It's better to be talked about than not talked about."
Do you know what other company changed its logo, four years ago?
. Did you hear an outcry over it? No, you didn't hear anything about it because nobody cared about AOL.
People care about Yahoo!.
So, whether you like it or hate it, you're talking about it.
Remember, the bulk of Yahoo!'s 700 million users come from the heartland of America. They're "normal," as the over-caffeinated folks in New York and Silicon Valley like to say. Ninety-nine percent of them aren't paying attention to the folks tweeting about how much they don't like the new logo.
At the time of publication the author was long YHOO and AOL.
This article was written by an independent contributor, separate from TheStreet's regular news coverage.