# Search Engine Redesigns Yahoo! Partnered with Pentagram to Redesign Its Logo and Brand Identity By Grace Mahas | Published 2019-09-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/search-engine References: [dezeen](https://www.dezeen.com/2019/09/26/yahoo-logo-rebrand-pentagram/) & [ca.yahoo](https://ca.yahoo.com/) [Yahoo](https://www.trendhunter.com/trends/yahoo-creative)!, the search engine website founded in 1994, recently partnered with creative agency [Pentagram](https://www.trendhunter.com/trends/best-blnz) to [redesign its logo and branding](https://www.trendhunter.com/trends/good-enough-logos) for a "'bold and confident' identity for the 21st century." Gone are the capital letters and askew positioning, the "Yahoo!" logo is now all lowercase with an italicized exclamation mark. This angled exclamation mark "is aligned at 22.5 degrees to match the angle of the Y," creating a complete and complementary aesthetic and the rebranding retains Yahoo!'s iconic purple color scheme. Yahoo!'s rebranding is tied to the brand's new identity that seeks to give users a more bespoke online experience. The search engine hopes to become a destination consumers go-to for financial advice, world news, and weather reports. Image Credit: yahoo! ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 39% | Activity: 9% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Logo Redesign:** Disruptive innovation opportunity: Companies can revitalize their brands and connect with modern audiences by giving their logos a modern, minimalist redesign. - **Brand Identity:** Disruptive innovation opportunity: Businesses can differentiate themselves and create a strong, memorable brand identity by working with creative agencies to redesign their visual elements and messaging. - **Bespoke Online Experience:** Disruptive innovation opportunity: Online platforms can enhance user engagement and loyalty by personalizing the user experience and providing tailored content based on individual preferences. ### Sectors Adopting This - **Creative Agency:** Disruptive innovation opportunity: Creative agencies can offer logo redesign services and brand identity consulting to help companies stay relevant and appeal to modern consumers. - **Search Engine:** Disruptive innovation opportunity: Search engines can differentiate themselves and attract users by focusing on providing personalized, high-quality content and becoming a trusted source in specific niche areas. - **Financial Services:** Disruptive innovation opportunity: Financial institutions can partner with search engines to offer personalized financial advice and services, leveraging the platforms' user data and advanced algorithms. ## Related on Trend Hunter - [Next-Generation Soda Branding](https://www.trendhunter.com/trends/new-pepsi-logo.md) - [Refreshed Pantyhose Brands](https://www.trendhunter.com/trends/leggs.md) - [Revamped Pizza Chain Branding](https://www.trendhunter.com/trends/better-by-design.md) - [Mountain-Inspired Soda Rebrandings](https://www.trendhunter.com/trends/mountain-dew-2.md) - [Minimalist Logo Rebrands](https://www.trendhunter.com/trends/sandisk-logo.md) - [Revamped Museum Brand Identities](https://www.trendhunter.com/trends/the-brooklyn-museums.md) - [Advertising Demand-Side Platforms](https://www.trendhunter.com/trends/yahoo-creative.md) - [Updated Modern Technology Logos](https://www.trendhunter.com/trends/nokia-logo.md) - [Adventurously Reimagined Logo Designs](https://www.trendhunter.com/trends/reimagined-logo-desgin.md)