30 days, 30 options = 0 options

Yahoo!

After 30 days and 30 nights, Yahoo is about to unveil its new logo. On the eve of this momentous occasion, I think it's about time for a new brand.

Yahoo's tantalising teases of questionable typography are supposedly a taster for the new brand but all they've shown us is the schizophrenic face of a company in flux.

Presenting 30 options to the world is tantamount to presenting none. Worse still, it belies a lack of strategic direction. If Yahoo had a strategy at its core, 30 valid options would be inconceivable to present their brand (i.e. who they are). If you consider this alongside their recent acquisition spree, Yahoo's direction has become less clear with every iteration of the logo.

It's time for Yahoo to put a stake in the ground. It's not about a press release detailing their growth strategy but something much more fundamental – it's about defining who they truly are, what they stand for and how they will conduct their business in this age of Renaissance for them. They should express this in a brand with solid foundations, not just a redesigned logo.