Why Yahoo's "30 Logos In 30 Days" Campaign Is Actually Brilliant Rebranding

Yahoo recently announced it's getting a new logo.

New CEO, new direction, new brand––makes sense. The question is: Why is Yahoo rebranding via a "30 Logos in 30 Days" campaign?

Logo for Yahoo! Homepage on August, 28 2013

At first glance, it seems like a marketing stunt that's backfired. Criticized as a "gimmicky campaign" that has "confused consumers," the Yahoo campaign appears to be a pale imitation of Google's Logo Doodles (the themed logos that appear on Google's search engine site).

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