Yahoo’s new logo still ‘whimsical,’ still purple

The new brand image comes after a month of testing contenders online.

For the past 30 days, Yahoo has been trotting out new logos on its site every day. Last night, it unveiled which logo will be permanent: an all-caps “Yahoo” in a sans-serif font with a crooked exclamation point. “We wanted a logo that stayed true to our roots (whimsical, purple, with an exclamation point) yet embraced the evolution of our products,” Chief Marketing Officer Kathy Savitt wrote in the company’s official Tumblr post. You can see all the logo contenders that Yahoo tried out in its monthlong search here. CEO Marissa Mayer, who has already made some rather sweeping changes to the company since coming on board in July 2012, listed some of her criteria for the logo in a blog post. Among her key points:

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