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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Jeremy Corbyn vows not to resign. What next for Labour?

The leader's decision to fight the rebels sets the stage for a new leadership contest or a protracted legal battle.  

Throughout Sunday as the shadow cabinet resignations mounted up (reaching 11 by the evening), Jeremy Corbyn's allies insisted that he was unfazed. "He's not wavering," one told me, adding that Corbyn would seek to form a new frontbench. At 21:54pm, the Labour leader released a statement confirming as much. "I regret there have been resignations today from my shadow cabinet," Corbyn said. "But I am not going to betray the trust of those who voted for me - or the millions of supporters across the country who need Labour to represent them."

Corbyn added that "those who want to change Labour's leadership" would "have to stand in a democratic election, in which I will be a candidate". The shadow cabinet, he said, would be reshaped "over the next 24 hours" ("On past experience, 24 hours to pick a shadow cabinet is ambitious," a Labour source quipped in reference to January's marathon reshuffle). 

Any hope that Corbyn would retreat without a fight has been dispelled. Tom Watson will meet him tomorrow morning to "discuss the way forward", a statement regarded as "ominous" by some of the leader's allies. Labour's deputy failed to back Corbyn's leadeership and warned of the need to be "ready to form a government" following an early election. But even if Watson calls on the leader to resign (which insiders say is far from guaranteed), few believe he will do so. 

Corbyn retains the support of his closest allies, John McDonnell, Diane Abbott and Jon Trickett, and has been backed by shadow defence secretary Emily Thornberry and Andy Burnham ("Those who put personal ambition before the party won't be forgiven or forgotten," a senior MP declared of the Manchester mayoral contender). He will look to repopulate the shadow cabinet with supporters from the 2015 intake, such as Clive Lewis, Richard Burgon, Cat Smith and Rebecca Long-Bailey. 

The Parliamentary Labour Party will meet on Monday at 6pm and discuss a motion of no confidence against Corbyn, tabled by veteran MPs Margaret Hodge and Ann Coffey. This will likely be followed by a secret ballot on Tuesday between 9am and 5pm. The rebels are confident of winning a majority (though dismiss reports that as many as 80 per cent will oppose Corbyn). But the Labour leader is still unlikely to resign at this juncture. Having entered office with the backing of just 15 MPs (now 14 following the death of Michael Meacher), he is untroubled by losing support that he never truly had. "He's an oddity. Very gentle but very robust," an ally told me. 

At this point, Corbyn's opponents would be forced to launch a direct leadership challenge, most likely in the form of a "stalking horse". John Spellar, a veteran of Labour's 1980s strife, Hodge and Barry Sheerman have been touted for the role. A matter of fierce dispute on Sunday was whether Corbyn would automatically make the ballot if challenged. Labour's lawyers have told the party that he would not, forcing him to win 50 MP/MEP nominations to stand again (a hurdle he would struggle to clear). But Corbyn's allies counter that their own legal advice suggests the reverse. "It could get very messy and end up in the courts," one senior rebel lamented.

Some take the view that natural justice demands Corbyn is included on the ballot, the view expressed by Tony Blair to MPs. In a new leadership contest, Watson and/or Angela Eagle are regarded as the likeliest challengers, though there is still no agreed alternative. Many argue that the party needs a "Michael Howard figure" to achieve party unity and limit the damge at an early election. He or she would then by succeeded by a younger figure (a "Cameron") such as Chuka Umunna, Dan Jarvis or Lisa Nandy.

But a Labour source told me of the potential contest: "Don't rule out Yvette. The only grown-up candidate and I believe she wants it". He emphasised the need to look beyond the task of "unifying the party" and towards the forthcoming Brexit negotiations. Cooper, an experienced economist, was best-qualified to lead at a moment of "national crisis", the source suggested. Watson, he added, wanted "the leadership handed to him on a plate" with backing from grandees across the party. John McTernan, Blair's former political director, said that he would be "very happy" to have the Brownite as leader. Despite Watson's leading role in the coup against Blair in 2006, many from Labour's right believe that he is best placed to defeat Corbyn and unite the party. Some point to Eagle's fourth-place finish in Labour's deputy leadership election as evidence of her limited appeal. 

McDonnell, Corbyn's closest ally, who MPs have long believed retains leadership ambitions, insisted on Sunday that he would "never stand". Most believe that the shadow chancellor, a more abrasive character than Corbyn, would struggle to achieve the requisite 37 MP/MEP nominations. 

The Labour leader's allies remain confident that he would win majority support from members if challenged. Rebels speak of an "unmistakable shift" in opinion since Brexit but concede that this may prove insufficient. They are prepared to mount repeated challenges to Corbyn if necessary in order to "wear him down". But an early general election, which Boris Johnson is expected to trigger if elected Conservative leader, could deny them the chance. 

As the PLP assembles in Committee Room 14 at 6pm, the activist group Momentum will assemble in Parliament Square for a #KeepCorbyn protest. It is a fitting symbol of a party fatally torn between its members and its MPs. Unless the two can somehow be aligned, Labour will remain united in name only. 

George Eaton is political editor of the New Statesman.