Yahoo Logo Gets a Makeover, Keeps the Purple and Exclamation Mark

Yahoo's new logo suits its new direction.

Sept. 5, 2013 — -- Yahoo has a new look, or at least its logo now does.

When you visit or one of the many other Yahoo sites, you're going to notice something different, and it's not just the recent redesign. The classic, cartoonish Yahoo logo has been replaced with a refreshed yet familiar one.

"We wanted a logo that stayed true to our roots (whimsical, purple, with an exclamation point) yet embraced the evolution of our products," Yahoo Chief Marketing Officer Kathy Savitt announced on Yahoo's Tumblr this morning. The previous Yahoo Logo was designed and launched in 2009.

The logo, as shown above, is still purple and has the classic exclamation mark, but has a new typeface. The new version of the logo was apparently the best of 29 other options; the company displayed different logos on its homepage in the past 30 days to see what people liked the best.

But Polar, an app that lets you compare two photos and vote on them, says that according to its research, the logo Yahoo displayed on the 10th day of the project was the most popular. The company launched a website that allowed people to vote on the new logos vs. the old logo.

But the new logo is more than skin deep. It is introduced as the company has made a series of sweeping changes in the past year. Marissa Mayer took over as CEO of the Web giant in July 2012 and has made a number of adjustments to Yahoo's products, including Flickr and She has also bought a number of start-ups in the past year, including Tumblr for more than a $1 billion.

Yahoo has a content-sharing partnership with ABC News.