"For five of six attributes, consumers preferred the variants with the attribute of the current Yahoo logo."

That's interesting. It makes me think that people were inclined to favor the logos that resemble the existing logo, simply because they're familiar.

Or Yahoo chose an aesthetically pleasing logo to begin with.

The same seems to go for names. Many people think good names for companies are ones they are familiar with. Advertising just the sound of a name over and over has a lot of value, it seems.

Oh... I thought this was something about the actual reveal based on the Yahoo's metrics. But this is the results of a 12,725 person survey about 5 random logos from Yahoo's first 28 examples. Really... tomorrow could show us exactly this... or something completely different.

I can't get through. Down?

edit: back up!

Survata co-founder here. Yes, we unfortunately went down right after posting. We're working to get back online. Sorry for the hassle.

I seriously wondered whether the blank white page was people's favorite.

The ultimate in minimal design?

I thought it was because no one liked any of Yahoo's logos.

same here! the link is not working

We're back. Sorry for the downtime.

If you thought design by committee is bad, design by the crowd is truly horrible.