- Typography is a tool to shape content and embody language. Students couldn’t “hear” the jingle in the new logo.
- Typography can visually amplify the narrative. Students thought the new logo communicated the message: “No fun. No innovation. No risks.”
- Typography creates emotion, mood, and emphasis. All students felt in the new logo was “yawn.”
The treatment of typography requires careful thought. Yet, since Yahoo! spent a mere weekend on the redesign of its $10 Billion Dollar company’s logo, I decided to take about 30 minutes of class-time to contribute our own Yahoo! logos to the mix. It seemed like the thing to do. 95% of the students in class had never opened PhotoShop or Illustrator before, but that really didn’t slow them down.