Yahoo have just revealed their brand new logo, designed by Yahoo’s in house design and in-house brand design group and product designers. And to be perfectly honest it lacks a lot of the character their old identity had.

 Of course there always comes a time when a company’s image needs to progress and a re-brand is in order. But in this instance it seems like a pretty big fail. Not only is Yahoo’s new identity bland, void of character and safe, I cannot understand why they would create something that leans far too closely to their main competitor Google. Even to the extent of adding a stock standard bevel.

Are they trying to set themselves apart or play copycat? All this came out of 30 days of work, perhaps it needed another 30 days. What do you think?