A Quick Fix for Yahoo branding on Flickr

Techcrunch continued their usual Yahoo-bashing with this story today:

It appears that a few days ago there was a slight change to Flickr’s logo: an addition of a small Yahoo logo to the right side so it reads “Flickr from Yahoo.” In response, many Flickr users have taken to the photo-sharing site’s forums to express their horror at the Yahoo’s new branding of Flickr.

There is definitely some truth to the community backlash, but what I see as more aggravating is a great missed branding opportunity for Yahoo!.

Flickr and Delicious have both been adamant opponents to Yahoo! branding. Even though Yahoo! owns it, the Delicious frontpage doesn’t contain a single mention of Yahoo. Both sites’ communities are predominantly “indie” brand lovers; and don’t want “the man” to infringe their beloved service (even if the man is running it).

What’s crazy is that Yahoo recently launched a $100 million campaign called “Y!ou and Yahoo!”. What’s also interesting is that Flickr actually had a branding that said “Flickr loves you” (in place of Flickr BETA), which reflected Flickr’s personality and branding. People got used to it, and some even thought it was cute.

The last thing you want to do is force a new logo on to the community in an ungraceful manner. Here’s a convenient solution: to morph the “loves you” logo into the “Y!ou and Yahoo!” campaign and do a “flickr loves Y!ou” logo, killing two birds with one stone. The community sees a subtle evolution of the existing logo, and the “Y!ou” campaign is placed on a huge community”.

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What other people have to say:

Genius! This is exactly what should have been done. Flickr is an art community, a crappy logo tagged on is not gonna cut it. Great job.

About the author:

Arnab Nandi is an Assistant Professor in the Department of Computer Science and Engineering at The Ohio State University. You can read more about him here.


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