The new logo, unveiled this morning (5 September) following a “30 days of change” month-long countdown of proposed designs.

In a blog post, Yahoo CEO Marissa Mayer said the Yahoo brand has been valued at as much as $10bn – so the decision was one it could not do “lightly”.

She says the logo reflects Yahoo: “Whimsical, yet sophisticated. Modern and fresh, with a nod to our history. Having a human touch, personal. Proud.”

The redesigned logo forms part of Mayer’s continuing makeover of the company since she joined to breathe new life in the company last year.

She has placed mobile at the heart of Yahoo’s turnaround plan and has already brought about a number of changes, such as its multi-billion dollar purchase of Tumblr and the redesign of Yahoo’s search, mail and weather features.