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Yahoo unveils new logo in turnaround makeover

The trademark tilted exclamation point has become a character that now dances across the lettering.

Michael Nelson/EPA

The trademark tilted exclamation point has become a character that now dances across the lettering.

SAN FRANCISCO — Yahoo has refreshed its logo for the first time since shortly after the Internet company’s founding 18 years ago.

The new look is part of a makeover Yahoo Inc. has been undergoing since it hired Google executive Marissa Mayer as chief executive14 months ago.

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Mayer has spruced up Yahoo’s front page, e-mail, and Flickr photo-sharing service and engineered acquisitions to attract more traffic on mobile devices. The shopping spree was highlighted by Yahoo’s $1.1 billion purchase of Tumblr, a blogging service.

The redesigned logo retains some elements of the old one. Yahoo’s familiar exclamation point, meant to punctuate a yodeling sound, is still there, with a twist. The exclamation point dances across some of the lettering before settling at the end of the company’s name at a nine-degree tilt.

Since Yahoo’s logo is so recognizable, it’s a good thing they kept the changes relatively sedate, says branding expert Laura Ries, of Atlanta.

‘‘One of the worst things in the world you can do is have a logo around for two decades and then do something totally different,’’ she said.

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