NEW YORK – After months of build-up, Yahoo! (NASDAQ:YHOO) unveiled its new logo on Wednesday. While the logo is still purple, the new look is cleaner and thinner than the previous logos and the company managed to turn a rather simple face lift into a marketing coup as most major news outlets reported the unveiling.
Since Marissa Mayer was named CEO of the troubled internet search company in 2012, the company has undergone what she has described as a ‘series of sprints’ including, several acquisitions of small mobile players, and the relaunching of several products internally. All of this has helped Yahoo! to regain a little bit of its former glory, as comScore reported that they received more unique visitors that Google (NASDAQ:GOOG). Furthermore, the newly acquired Tumblr was the 28th most visited site according to comScore.
According to Ed Barton, director of digital media at technology consulting firm Strategy Analytics, taking the top spot was a tremendous achievement and served as an endorsement of the company under Mayer’s leadership. Barton added that ‘if Yahoo keeps this up, it has a chance of becoming relevant again.’
However, they have a long way to unseat Google as the king of the internet as Cloud Computing experts DeepField, determined that more than 60 percent of all internet traffic in North America goes through Google’s servers on a daily basis. Google’s daily traffic is more than Facebook (NASDAQ: FB), Netflix (NASDAQ: NFLX), and Twitter (pending IPO) combined. The measurement includes use of internet-enabled devices including computers, mobile phones, and game consoles.
However, some believe the logo is nothing more than a cosmetic change and that Yahoo! has lost too much ground in search, advertising, social networking, and most importantly mobile to truly compete. Even Microsoft (NASDAQ:MSFT) with its billions in cash and Apple (NASDAQ:AAPL) with its sleek design and original products have lost ground to Google in recent years, and it appears nothing can stop the internet from becoming the Googlenet.
Ultimately, what Google has done is to create an ecosystem, where search, mail, analytics, devices, etcetera help to improve the user experience, and this is where Yahoo! is losing out. So while the new logo looks nice, it has not changed the fact that Yahoo! is not and probably never will be Google.