Yahoo unveiled a new logo last week. Their CEO wrote a post about how she and a bunch of the company’s designers threw it together over a weekend. It looks like shit. I get asked to design logos all the time, and I’m greeted with amazement when I tell people how long it takes to do correctly.
Designing for mathematical consistency ignores three related factors: that identical widths and shapes appear differently to the eye in different combinations within a letter or glyph; that identical shapes blend together and are harder to differentiate across words and lines; that letters in a typeface are placed alongside each other, and one must adjust to deal with common juxtapositions.
via Yahoo’s Logo Reveals the Worst Aspects of the Engineering Mindset.