[callmeed]

I don't know why design snobbery grates on me so much but it does. Take for example Coca Cola. They have been around for 100+ years and their logo has evolved over that time [1]. Did anyone care? NO. Did they care when they changed the actual product (New Coke). YES. [2]

First off, this is Yahoo! and I'm sure most rockstar designers are too cool to work at/for them anyway.

Second, plenty of established brands change their logos slightly. Big deal. All these non-candidates were still purple, still a wordmark (or whatever you designers insist a "logo of letters" be called).

Third, if they want to show off a bunch of candidates or non-candidates–again–big deal. In what way could such a move possibly hurt their actual usage/bottom line (seriously, I want to know).

It's funny how much we talk about disruption in the entrepreneurial space–yet, when it comes to design the process and tenets are too sacred and established to question. As if logo design has been around for millennia.

[1] http://www.coca-cola.co.uk/125/history-of-coca-cola-logo.htm...

[2] http://en.wikipedia.org/wiki/New_Coke