The new identity is set to launch on 4 September, and a different iteration of it will be used on the Yahoo homepage each day before the launch, in an initiative Yahoo calls ‘30 days of change’.
Kathy Savitt, chief marketing officer at Yahoo, says the initiative is ‘our way of having some fun while honouring the legacy of our present logo.’
Savitt says the new identity will keep the current Yahoo purple brand colour and exclamation mark (or ‘yodel’) but be ‘a modern redesign that’s more reflective of our reimagined design and new experiences.
The first iteration of the new logo, released today, uses a sans serif typeface instead of the previous serif but keeps some of the previous identity’s distinguishing marks, such as having letters of different sizes and on different baselines.
Yahoo has also released a video showing other logo iterations:
Each of the 30 new logos will be posted on the Yahoo Tumblr site in the run-up to the final reveal.
The rebrand follows a redesign of the Yahoo website, which launched earlier this year.