Yahoo is redesigning its corporate logo to reflect a rapidly evolving company.
The new official logo to be unveiled at 9 p.m. U.S. Pacific Time on Sept. 4 will be "more reflective of our reimagined design and new experiences," said Kathy Savitt, chief marketing officer at Yahoo, in a blog post on Tuesday.
The purple color and exclamation point will continue, she said.
Yahoo is going through a makeover to be more relevant to a new breed of users, who are increasingly using their mobile phones to access the Internet. The company's CEO Marissa Mayer has hired new staff for some key roles, and acquired a string of companies, including blogging service Tumblr and smaller startups which could offer mobile technology or staff with experience in the area.
The company also introduced new products such as a mobile weather app for Apple's iOS operating system and mail software for tablet devices. Yahoo "launched more products than ever before, introducing a significant new product almost every week," Mayer said in a statement in July.
On Tuesday, Mayer confirmed on Twitter the appointment of former Google executive Bernardo Hernández to lead the operations of Yahoo's Flickr photo-sharing unit. He was until recently managing director of product management of Google's restaurant reviews unit called Zagat.
"Over the past year, there's been a renewed sense of purpose and progress at Yahoo!, and we want everything we do to reflect this spirit of innovation," Savitt said. "While the company is rapidly evolving, our logo — the essence of our brand — should too."
In a public relations move, the company will be displaying daily on its home page and throughout its network in the U.S for the next 30 days a new variation of the Yahoo logo. "It's our way of having some fun while honoring the legacy of our present logo," Savitt said.
Yahoo reported last month that its net earnings grew 46 percent year-on-year to US$331 million in the second quarter. Revenue at $1.14 billion had a 7 percent decline from last year.
Sign up for CIO Asia eNewsletters.