Logo, Bullshit & Co., Inc.

I’ll bite my tongue on Yahoo’s new logo debacle unveiling, but Oliver Reichenstein at iA has written a nice opinion piece about it.

Branding doesn’t start with the logo. It is not primarily a visual discipline. Your brand is what you stand for. Branding is more about content than shape. It is who you are, not how you look. The shape should represent your inside, your content. Your brand architecture is your information architecture.

and an ironic toilet reference

The most beautiful toilet sign is useless if men constantly walk into the ladies’ room.