Marissa Mayer! There is too much whimsy!!

So much whimsy.

The new Yahoo! logo redesign is complete, and according to CEO Marissa Mayer, the finishing touch was to add a nine degree tilt to its exclamation mark, "just to add a bit of whimsy". Really, Marissa, why couldn’t you just live a little and turn it up all the way to 11?

The suggestion of a KPI for whimsy calls to mind Toyota CEO Akio Toyoda’s apologetic bow following the brand’s brake failure controversy in 2010, and the subsequent media discussions about what level of incline truly denotes remorse in Japanese corporate culture.

Given this context, isn’t the calculation of exactly how far to tilt an exclamation mark pretty much the antithesis of whimsy?

As a side note, can an exclamation mark even be whimsical? Before writing this piece I stood in front of the mirror, De-Niro-In-Taxi-Driver style, trying to say "Yahoo!" in a whimsical way, but ending up sounding like a cartoon cowboy coming round from a lobotomy.

In any case, there was nothing whimsical about the thinking behind the redesign - the new logo has been crafted over the company’s recent "30 days of change" (does that remind anyone else uncomfortably of the phrase "day of rage?"), as part of a long campaign to transform "Yahoo!" into an entirely new animal.

In her blog post on the subject, Mayer mentions up front how the Yahoo! logo had not been updated in 18 years, and quickly mentions the fact that the brand has been valued at up to $10bn as a reason why any redesign could "not be taken lightly".

The ensuing "geeking out" (her words) on the design process, while a really interesting read, furthers the logic that the worth of a brand is commensurate to the level of overthinking that must go into how it writes its name.

I do understand, I really do, that calling the mastercrafting of a logo "overthinking" brings to mind the cab driver telling the abstract painter in the back seat that "at the enna the day though, a child could do it", or indeed the people who show up in the comments section of articles like this saying "Why is this news? Journalism is dead".

I am certainly not knocking the skill or the importance of commercial graphic designers: my wife is one, and I have seen her work astonishing hours to get a logo just right.

But in this case, what was more important - that Yahoo! redesigned its logo, or that it was seen to be investing a great deal of thought into a redesign?

After all, the original logo (which some inevitably prefer anyway - who’s whimsical now?) managed to drive the company into $10bn territory in the first place, and was clearly fit for purpose - in the end, it was the rapid evolution of the internet that knocked Yahoo! out of the limelight.

The real masterpiece of branding here is not the logo, but Mayer’s own commentary on it, and the insight she provides on the design process… because it feels like something Google would do.

This blog says: "we are fun, and we are creative. But we’re also massive, and capable of being fun and creative in an extraordinarily professional, measured and profitable way." It is no accident that Yahoo!’s multi-billion dollar brand value is mentioned in the third sentence.

Welcome to Big Whimsy.

Yahoo CEO Marissa Mayer. Photograph: Getty Images

By day, Fred Crawley is editor of Credit Today and Insolvency Today. By night, he reviews graphic novels for the New Statesman.

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Meet Anne Marie Waters - the Ukip politician too extreme for Nigel Farage

In January 2016, Waters launched Pegida UK with former EDL frontman Steven Yaxley-Lennon (aka Tommy Robinson). 

There are few people in British political life who can be attacked from the left by Nigel Farage. Yet that is where Anne Marie Waters has found herself. And by the end of September she could well be the new leader of Ukip, a party almost synonymous with its beer-swilling, chain-smoking former leader.

Waters’s political journey is a curious one. She started out on the political left, but like Oswald Mosley before her, has since veered dramatically to the right. That, however, is where the similarities end. Waters is Irish, agnostic, a lesbian and a self-proclaimed feminist.

But it is her politics – rather than who she is – that have caused a stir among Ukip’s old guard. Former leader Paul Nuttall has said that her views make him “uncomfortable” while Farage has claimed Ukip is “finished” if, under her leadership, it becomes an anti-Islam party.

In her rhetoric, Waters echoes groups such as the English Defence League (EDL) and Britain First. She has called Islam “evil” and her leadership manifesto claims that the religion has turned Britain into a “fearful and censorious society”. Waters wants the banning of the burqa, the closure of all sharia councils and a temporary freeze on all immigration.

She started life in Dublin before moving to Germany in her teens to work as an au pair. Waters also lived in the Netherlands before returning to Britain to study journalism at Nottingham Trent University, graduating in 2003. She subsequently gained a second degree in law. It was then, she says, that she first learnt about Islam, which she claims treats women “like absolute dirt”. Now 39, Waters is a full-time campaigner who lives in Essex with her two dogs and her partner who is an accountant.

Waters’s first spell of serious activism was with the campaign group One Law for All, a secularist organisation fronted by the Iranian feminist and human rights activist Maryam Namazie. Waters resigned in November 2013 after four years with the organisation. According to Namazie, Waters left due to political disagreements over whether the group should collaborate with members of far-right groups.

In April 2014, Waters founded Sharia Watch UK and, in January 2016, she launched Pegida UK with former EDL frontman Steven Yaxley-Lennon (aka Tommy Robinson). The group was established as a British chapter of the German-based organisation and was set up to counter what it called the “Islamisation of our countries”. By the summer of 2016, it had petered out.

Waters twice stood unsuccessfully to become a Labour parliamentary candidate. Today, she says she could not back Labour due to its “betrayal of women” and “betrayal of the country” over Islam. After joining Ukip in 2014, she first ran for political office in the Lambeth council election, where she finished in ninth place. At the 2015 general election, Waters stood as the party’s candidate in Lewisham East, finishing third with 9.1 per cent of the vote. She was chosen to stand again in the 2016 London Assembly elections but was deselected after her role in Pegida UK became public. Waters was also prevented from standing in Lewisham East at the 2017 general election after Ukip’s then-leader Nuttall publicly intervened.

The current favourite of the 11 candidates standing to succeed Nuttall is deputy leader Peter Whittle, with Waters in second. Some had hoped the party’s top brass would ban her from standing but last week its national executive approved her campaign.

Due to an expected low turnout, the leadership contest is unpredictable. Last November, Nuttall was elected with just 9,622 votes. More than 1,000 new members reportedly joined Ukip in a two-week period earlier this year, prompting fears of far-right entryism.

Mike Hookem MEP has resigned as Ukip’s deputy whip over Waters’ candidacy, saying he would not “turn a blind eye” to extremism. By contrast, chief whip, MEP Stuart Agnew, is a supporter and has likened her to Joan of Arc. Waters is also working closely on her campaign with Jack Buckby, a former BNP activist and one of the few candidates to run against Labour in the by-election for Jo Cox’s former seat of Batley and Spen. Robinson is another backer.

Peculiarly for someone running to be the leader of a party, Waters does not appear to relish public attention. “I’m not a limelight person,” she recently told the Times. “I don’t like being phoned all the time.”

The journalist Jamie Bartlett, who was invited to the initial launch of Pegida UK in Luton in 2015, said of Waters: “She failed to remember the date of the demo. Her head lolled, her words were slurred, and she appeared to almost fall asleep while Tommy [Robinson] was speaking. After 10 minutes it all ground to an uneasy halt.”

In an age when authenticity is everything, it would be a mistake to underestimate yet another unconventional politician. But perhaps British Muslims shouldn’t panic about Anne Marie Waters just yet.

James Bloodworth is editor of Left Foot Forward

This article first appeared in the 17 August 2017 issue of the New Statesman, Trump goes nuclear