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.

Photo: Getty Images/AFP
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Why is the government charging more women for selling sex but turning a blind eye to buyers?

Since 2013, the number of women charged for selling sex gone up while the number of men charged for buying it has gone down.

It’s no surprise that prostitution policy is an area rarely visited by our legislators. It’s politically charged - a place where the need to prevent exploitation seemingly clashes head on with notions of liberal freedom; where there are few simple answers, a disputed evidence base, and no votes.

There’s also little evidence to suggest that MPs are different from the rest of the population - where one-in-ten men have purchased sex. It is little wonder therefore that our report on how the law should change, published in 2014, was the first major cross-party intervention on the subject in twenty years.

Some take the view that by removing all legal constraints, it will make the inherently exploitative trade of prostitution, safer. It’s not just me that questions this approach, though I accept that - equally - there’s no consensus that my preferred measure of criminalising the purchase of sex, while decriminalising the sale, would fundamentally change the scale of the problem.

Where all sides come together, however, is in the desire to see women diverted from the law courts. It is still possible for women (and it still is women; prostitution remains highly genderised) to go to prison for offences related to prostitution. Today, in 2015.

The total number of prosecutions for all prostitution offences in England and Wales has been decreasing since 2010, but not in a uniform fashion. This does not reflect a reduction in the size of the trade, or the violent nature of it.

There were once consistently more prosecutions for kerb crawling, profiting, and control of prostitution. But since 2013, there have been more prosecutions for soliciting or loitering than for profit from prostitution and kerb crawling each year.

In simple terms, offences committed by men with choice, freedom and money in their pocket are having a blind eye turned to them, while women are being targeted - and this trend is accelerating. In the law courts, and in prosecutions, it is the most vulnerable party in the transaction, who is taking the burden of criminality.

Take on-street sex buying as an example. In 2013-14 just 237 prosecutions were brought for kerb crawling, but there were 553 - more than twice as many - for loitering and soliciting.

There is a similar pattern in the 2014/15 figures: 227 charges for kerb crawling reached court, while 456 prosecutions were initiated against those who were selling sex. Just 83 prosecutions for control of prostitution, or ‘pimping’, were brought in that same year.

These are men and women on the same street. It takes a high level of liberal delusion to be convinced that prostitution is caused by a surge of women wishing to sell sex, rather than men who wish to buy it. And yet women who sell sex are the ones being targeted in our law courts, not the men that create the demand in the first place.

This situation even goes against the Crown Prosecution Service’s (CPS) own guidance. They say:

“Prostitution is addressed as sexual exploitation within the overall CPS Violence Against Women strategy because of its gendered nature… At the same time, those who abuse and exploit those involved in prostitution should be rigorously investigated and prosecuted, and enforcement activity focused on those who create the demand for on-street sex, such as kerb crawlers.”

Why then, is this happening? For the same reason it always does - in our criminal justice system stigmatised, poor women are valued less than moneyed, professional men.

My debate in Parliament today raises these issues directly with the government ministers responsible. But to be honest, the prosecution-bias against women in the courts isn’t the problem; merely a symptom of it. This bias will only be tackled when the law reflects the inherent harm of the trade to women, rather than sending the mixed signals of today.

That’s why I welcome the work of the End Demand Alliance, composed of over 40 organisations working to end the demand that fuels sex trafficking and prostitution, advocating the adoption of the Sex Buyer Law throughout the UK.

This would criminalise paying for sex, while decriminalising its sale and providing support and exiting services for those exploited by prostitution. Regardless of these big changes in the law, I don’t see how anyone can support the current state of affairs where there are more prosecutions brought against women than men involved in prostitution.

The authorities are targeting women because they're easier to arrest and prosecute. It goes against their own guidance, common sense and natural justice.
And it needs to stop.

Gavin Shuker is MP for Luton South and chair of the All Party Group on Prostitution and the Global Sex Trade.