Yahoo! tilts its logo for added whimsy. But how much is too much?

Groundbreaking studies in exclamation mark sciences.

The internet was thrown into a tailspin by yesterday's revelation that an angle of just 9˚ is all it takes to change Yahoo's new logo from serious to whimsical.

Seriously. Here's Yahoo! CEO Marissa Mayer's description of the design process, with emphasis added:

Other elements fell quickly into place:

 

  • We didn’t want to have any straight lines in the logo. Straight lines don’t exist in the human form and are extremely rare in nature, so the human touch in the logo is that all the lines and forms all have at least a slight curve.
  • We preferred letters that had thicker and thinner strokes - conveying the subjective and editorial nature of some of what we do.
  • Serifs were a big part of our old logo. It felt wrong to give them up altogether so we went for a sans serif font with “scallops” on the ends of the letters.
  • Our existing logo felt like the iconic Yahoo yodel. We wanted to preserve that and do something playful with the OO’s.
  • We wanted there to be a mathematical consistency to the logo, really pulling it together into one coherent mark.
  • We toyed with lowercase and sentence case letters. But, in the end, we felt the logo was most readable when it was all uppercase, especially on small screens.

And, we were off. Here is the blueprint of what we did, calling out some of what was cool/mathematical:

The Yahoo! logo design process

Our last move was to tilt the exclamation point by 9 degrees, just to add a bit of whimsy.

 

We were astonished by her findings, but it's true. Look, no whimsy:

Normal

Whimsy:

tilted

But here at the New Statesman, we take our exclamation mark science seriously. We had to push these studies further. What happens if you double the tilt? Do you double the whimsy? Here's an exclamation mark tilted by 18˚:

super tilted

Astonishingly, it seems to have the same amount of whimsy. Perhaps there is some peak level of whimsy, beyond which no amount of tilting can increase it?

We went deeper, and made a concerning discovery. If you tilt an exclamation mark too far, it becomes Spanish:

hola

¡Shocking! It appears that one unit of whimsy is roughly equal to one-twentieth of Spain, or five centiSpains.

After much trial and error, we determined this distribution of whimsy and Spanishness throughout the range of exclamation mark rotation:

Studies continue.

Whimsy.

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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Our union backed Brexit, but that doesn't mean scrapping freedom of movement

We can only improve the lives of our members, like those planning stike action at McDonalds, through solidarity.

The campaign to defend and extend free movement – highlighted by the launch of the Labour Campaign for Free Movement this month – is being seen in some circles as a back door strategy to re-run the EU referendum. If that was truly the case, then I don't think Unions like mine (the BFAWU) would be involved, especially as we campaigned to leave the EU ourselves.

In stark contrast to the rhetoric used by many sections of the Leave campaign, our argument wasn’t driven by fear and paranoia about migrant workers. A good number of the BFAWU’s membership is made up of workers not just from the EU, but from all corners of the world. They make a positive contribution to the industry that we represent. These people make a far larger and important contribution to our society and our communities than the wealthy Brexiteers, who sought to do nothing other than de-humanise them, cheered along by a rabid, right-wing press. 

Those who are calling for end to freedom of movement fail to realise that it’s people, rather than land and borders that makes the world we live in. Division works only in the interest of those that want to hold power, control, influence and wealth. Unfortunately, despite a rich history in terms of where division leads us, a good chunk of the UK population still falls for it. We believe that those who live and work here or in other countries should have their skills recognised and enjoy the same rights as those born in that country, including the democratic right to vote. 

Workers born outside of the UK contribute more than £328 million to the UK economy every day. Our NHS depends on their labour in order to keep it running; the leisure and hospitality industries depend on them in order to function; the food industry (including farming to a degree) is often propped up by their work.

The real architects of our misery and hardship reside in Westminster. It is they who introduced legislation designed to allow bosses to act with impunity and pay poverty wages. The only way we can really improve our lives is not as some would have you believe, by blaming other poor workers from other countries, it is through standing together in solidarity. By organising and combining that we become stronger as our fabulous members are showing through their decision to ballot for strike action in McDonalds.

Our members in McDonalds are both born in the UK and outside the UK, and where the bosses have separated groups of workers by pitting certain nationalities against each other, the workers organised have stood together and fought to win change for all, even organising themed social events to welcome each other in the face of the bosses ‘attempts to create divisions in the workplace.

Our union has held the long term view that we should have a planned economy with an ability to own and control the means of production. Our members saw the EU as a gravy train, working in the interests of wealthy elites and industrial scale tax avoidance. They felt that leaving the EU would give the UK the best opportunity to renationalise our key industries and begin a programme of manufacturing on a scale that would allow us to be self-sufficient and independent while enjoying solid trading relationships with other countries. Obviously, a key component in terms of facilitating this is continued freedom of movement.

Many of our members come from communities that voted to leave the EU. They are a reflection of real life that the movers and shakers in both the Leave and Remain campaigns took for granted. We weren’t surprised by the outcome of the EU referendum; after decades of politicians heaping blame on the EU for everything from the shape of fruit to personal hardship, what else could we possibly expect? However, we cannot allow migrant labour to remain as a political football to give succour to the prejudices of the uninformed. Given the same rights and freedoms as UK citizens, foreign workers have the ability to ensure that the UK actually makes a success of Brexit, one that benefits the many, rather than the few.

Ian Hodon is President of the Bakers and Allied Food Workers Union and founding signatory of the Labour Campaign for Free Movement.