Pentagram has redesigned Yahoo's logo and branding to give the search engine a "bold and confident" identity for the 21st century.
The logo has been designed to be more simple and flexible than the previous design, but also look back to the fun of the brand's "Looney Toons-style" logo from 1996.

"Yahoo is one of the digital world's iconic brands and its original logo perfectly captured the spirit of the early days of the internet," said Pentagram's Michael Bierut.
"We were determined to reflect the brand's idiosyncratic roots, which is why we retained and strengthened the Yahoo exclamation mark," he told Dezeen.

The capital letters of the logo's previous iterations have been abandoned in favour of lower case letters. The brand's exclamation mark is italicised to give emphasis and is alined at 22.5 degrees to match the angle of the Y.
"The exclamation mark's exaggerated italic treatment helps bracket the wordmark with two strong diagonals, and calls back to the Looney Toons-style charm of the original 90s mark," explained Bierut.

The new identity has been created to mark Yahoo's new brand strategy of focusing on helping users find a more customised experience online. The design is meant to represent this new chapter for the company.

"Today, Yahoo is not only a place for fun, but a place where people go for world news, investment advice, and reliable weather reports," said Bierut.
"We were so lucky to work ...