[sltkr]

> After all, a logo serves no other purpose than recognition.

If recognition was the sole purpose, Yahoo should have kept the logo exactly the same. I think logos (or styles in general) are also an expression of the attributes that a company wants consumers to associate with the brand.

The uneven baseline in Yahoo's logo express playfulness, as do the colors in Google's logo, for example. That's how Google and Yahoo contrast themselves with boring old business-oriented companies like Microsoft, IBM and SAP.

Like potatolicious pointed out, it is dubious how worthwhile it is to ask your existing customers for feedback if you want to change your image. After all, these are people that are already familiar with you, while the purpose of an updated image is, presumably, to attract a different/wider userbase.

[TylerE]

Logos in fact have two purposes: Recognition, and so C-level empty suits can feel like they're accomplishing something by changing them.