Rebranding Yahoo

Yahoos branding campaign will certainly have to be a big deal, given that it is one of the top Internet sites in the world and has massive name recognition.

And Bartz has been vocal about the importance of touting Yahoo as a well-known brand, even as she has said a lot internally and externally that she detests purple.

While Yahoos main color (as seen in the logo above) has been purple for some time, and its mantra has been bleed purple, I wonder how many of its users would really miss the purple. Sure, there would be a few diehards who would mourn the extermination of the eggplant, the majority of users probably are only vaguely aware theres some sort of purple-Yahoo association. I mean, this is what you see on Yahoo:

Speaking with BoomTowns Kara Swisher at the D7 conference, Carol Bartz made a statement that could easily sum up the goal of this rebrand:

The best way to change the perception is to do a good job and then talk about it. We just have to get our story out there; we have to continue to appeal to the people that come to us, and frankly, at some point people get sick of having us as the underdog and say, Thank God, Yahoos back.

Possibilities for the new brand include your home on the Web. The rebranding might coincide with the planned homepage redesign, which was pushed back to this fall.

Given the CEOs penchant for four-letter words, however, I suppose we should just be grateful none of those figure into the brands future. Bartz is expected to address the subject at the companys annual meeting today.

What do you think? Is a rebranding enough to reverse Yahoos fortunes, or will it take far more to get the #2 search engine going again?

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