Yahoo has unveiled a new logo, shedding the signature font located on the search engine's upper lefthand corner for the past 18 years.
The new Yahoo logo was shown both with purple letters and in white with a purple background spelling out the word Yahoo!, with no letters touching and ending with an exclamation point.
In an effort to drum up more interest in the logo change, Yahoo spent the past 30 days showing some of the proposed logos
that Mayer and other executives cast aside.
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Yahoo's new logo, unveiled late Wednesday, is part of a makeover that Yahoo Inc. has been undergoing since the Sunnyvale, Calif., company hired Google executive Marissa Mayer to become Yahoo's CEO 14 months ago, according to The Associated Press.
Mayer has already spruced up Yahoo's home page, email and Flickr photo-sharing service, as well as engineered a series of acquisitions aimed at attracting more traffic on mobile devices.
The shopping spree has been highlighted by Yahoo's $1.1 billion purchase of Tumblr
, an Internet blogging service where the company rolled out its new logo.
"We wanted a logo that stayed true to our roots (whimsical, purple, with an exclamation point) yet embraced the evolution of our products," a statement on the website said.
The revision is the first time that Yahoo has made a significant change to its logo since a few tweaks shortly after co-founders Jerry Yang and David Filo incorporated the company in 1995.
Mayer's overhaul of Yahoo has attracted a lot of attention
, but so far it hasn't provided a significant lift to the company's revenue. Yahoo depends on Internet advertising to make most of its money, an area where the company's growth has been anemic while more marketing dollars flow to rivals such as Google Inc. and Facebook Inc.
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Yahoo's stock has climbed by nearly 80 percent, but most of that gain has been driven by the company's 24 percent stake in China's Alibaba Holdings Group. Alibaba is valuable because it is one of the fastest growing companies on the Internet.
Yahoo also had success in July
when, for the first time in more than two years, more Americans visited Yahoo's websites than Google's, according to data from research firm comScore Inc.
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