Yahoo Announced a New Logo By Not Announcing a New Yahoo Logo

In what could possibly be the most convoluted way to put on a new pair of purple pants, Yahoo has announced that it will be changing its infamous purple exclamation point logo into... something different. You see, it's not the new simple logo above even though Yahoo posted an image of that new logo in a release talking about the new logo and used that same new logo all over its Tumblr page and is even using that new logo on Yahoo.com. No, no, no. That, I repeat, is not the new logo.

Confused? Yeah. It's some sort of marketing blitz strategy where Yahoo will cycle through 30 different new Yahoo logos until September 5th (when the real new logo is announced). They'll all get their shine on Yahoo's home page and some love on Tumblr and their own chance to confuse the folks who still use Yahoo.com (you can actually see the change reflected on Yahoo Sports, Weather, Finance and everything people actually use Yahoo for). Yahoo exclaims:

The new logo will be a modern redesign that’s more reflective of our reimagined design and new experiences. To get everyone warmed up, we are kicking off 30 days of change. Beginning now, we will display a variation of the logo on our homepage and throughout our network in the U.S. for the next month. It’s our way of having some fun while honoring the legacy of our present logo.

That's like saying you're changing your website name but not the URL. Or naming your company something else entirely even though the rest of the old signage is staying up. Or calling your wife a new name before the divorce actually went through. It's confusing as hell!

Whatever. September 5th. A month long changing of the guard. A 30 day festival filled with purple streamers and temporary Yahoo tattoos. A continuous change for change sake. A fantastic waste of time (actually, Yahoo should just keep changing its logo forever. Every day until the end of days).

Yahoo says it'll keep the purple and the exclamation point. My prediction is that it'll look something like this: Yahoo! [Yahoo]