Since its establishment, Yahoo! pioneered the virtual environment to whose development it contributed by default. Some people only know about the “black period” because of the color. It was in 1994, when the logo did not have an exclamation mark.

Over the time Yahoo! logo has undergone few redesigns until 2019. 

Recently, the Sunnyvale-based company has fundamentally changed their visions and adapted their branding to the new demands of the time. They, also, announced a series of new products and features. Pentagram had the mission to exhausting Yahoo!’s philosophy in a contemporary, minimalist, manner, more simplified and according to the new virtual world. 

The result – a refreshed wordmark set în Centra No. 2 Extrabold modified such that to be more geometric and compact compared to its predecessor. The exclamation mark was italicized for emphasis. Also, the „y” and „!” are set at an angle of 22.5 degrees (1/16 of a circle) to suggest a sense of momentum and excitement.  

The logo has been optimized to work across many platforms and scales, as well on the small canvas of a mobile app. A simple „y!” monogram is used for favicons and social media icons, but, also, with various channels to create sub-brands for Yahoo Finance, Yahoo Sports and Yahoo Weather. 

Finally, the color palette of the logo was refined as „grape jelly” for primary purple and „hulk pants” & „malbec” for secondary purples, as well as accent colors.