Spot the difference ... the new logo and the old one (inset).
Yahoo says it has made a major change to its logo, but unless you have studied design it's hard to tell the difference.
The company unveiled the new design on Tumblr late Wednesday night (US time), and it does appear the company came up with a new design after 18 years that looks more serious and hip.
The design keeps many of Yahoo's traditional logo elements. The colour scheme remains purple, the letters capitalised and, perhaps most important, the exclamation mark is still there.
But other parts of the logo are different, if you look closely.
For example, the logo no longer has those little tails at the end of each letter called serifs and each letter is thinner and taller than before. Additionally, Yahoo went with a chiseled look for each letter, adding depth to its logo while most of the tech world has been gravitating toward so-called "flat" design in recent years.
"We knew we wanted a logo that reflected Yahoo - whimsical, yet sophisticated. Modern and fresh, with a nod to our history. Having a human touch, personal. Proud," said Yahoo chief executive Marissa Mayer, in a post on Tumblr that she called 'Geeking out on a new logo'.
So what is Yahoo trying to convey with its new logo? Well, by keeping so many similar elements as before, Yahoo knows its brand still has value when it comes to certain services - such as trending news and fantasy sports, for example.
But by adding a sleeker, more serious look to the logo, Yahoo may also be signalling to consumers and others in the tech world that this is a company that fully intends to be a force to be reckoned with.
The new look is part of a makeover that Yahoo has been undergoing since the struggling tech company hired Google executive Mayer to become Yahoo's CEO 14 months ago.
Ms Mayer has already spruced up Yahoo's front page, email and Flickr photo-sharing service, as well as engineered a series of acquisitions aimed at attracting more traffic on mobile devices.
The shopping spree has been highlighted by Yahoo's $US1.1 billion purchase of internet blogging service Tumblr, where the company rolled out its new logo.
LA Times, with BusinessDay