There’s been a lot of umming and aahing about the new Yahoo logo. As you’re no doubt aware, they’ve painstakingly ground-out every minute detail of the type over the course of a weekend and rehashed Optima. But as much as I can’t actually bring the look of it to mind and immediately think “meh” every time I do see it, I can’t argue with the rationale behind the redesign.
The one thing about it I can argue with is there’s no idea, nothing to engage people. And it’s every designer’s fault, whether you worked on the project or not (myself included), that the Yahoo logo is as engaging as a cup of milky tea.
Following on from JohnsonBanks’ article (and this Coke music thing from W+K), and now having some terminology I understand, I’ve been thinking about digital branding. That is, how branding behaves on screen and online or how it’s created digitally.
There’s some really fascinating work going on in combining responsive web design thinking, big data and brand strategy/identity execution at the moment, but nothing that’s been acknowledged as ‘a thing’. So I’m going to clamber above my station and offer some ideas on stringing together this ‘thing’ and calling it responsive branding.
This article by Michael Johnson and its’ CR Blog comments got me thinking about how to separate out the amorphous blob that is brand/identity/logo/icons/brandmarks/visual language into terminology I could get my head around.
People much smarter than me have defined the various permutations in numerous different ways, but I’m offering up a version here that makes sense to me, i.e. simple and relative to pop music (‘cos everyone knows about pop music).