30 tones of voice
in 30 days.


To accompany its 30 logos in 30 days project, Yahoo! has unveiled 30 new tones of voice that may or may not feature in the imminent rebrand.*
1. Cloying (our existing tone)
Yahoo! makes it easier to discover the news and information that you care about most.

2. Punchy
Yahoo! All the news and info you need – today.

3. Story-telling
It all started way back when we decided to start Yahoo! So began our quest to make it easier for folks to find the news and information they care about. And that mission continues today. Same as it ever was. But different.

4. Sophisticated poetry
Yahoo! makes it easier
to discover the news
and information
that you care
about
most.

5. Infantilising
Hello, I’m some Yahoo! copy. I’m here to tell you all about Yahoo! Please read me and see what you think. Thank-yahoo!

6. Visionary
At Yahoo!, we believe in a world where everyone, without exception, can access the news and information they care about most passionately: for the benefit of humanity.

7. Dialogue
– Who are you?
– We’re Yahoo!
– What do you do?
– We make it easier to find the news and information you need.
– Like Google?
– Yes, but different and more entertaining.
– But basically like Google?
– Can we discuss a redraft?

8. Inexplicably tangential
Cows are great at eating grass and mooing. But one thing they can’t do is make it easier to discover the news and information that you care about. For that, you need Yahoo!

Yahoo! News, not moos.

9. Sad
If we’re honest, the exclamation mark at the end of our name is a grammatical rictus grin that we wear habitually to distract ourselves from the undeniable reality of the fact that we work for Yahoo!

10. Defensive
Yahoo! is genuinely here to make it easier to discover the news and information that you care about. And that’s not a bad thing, is it? We may not be the best at what we do, but a lot of people like it and that’s an achievement, isn’t it? What have you done with your life?

11. Rhyming
We’re Yahoo!
And we do
what we do
for people like you.

12. Designer confidence
We Are Yahoo™

13. Hesitant
Yahoo?

14. Mature
Yahoo.

15. Pretentious
Yahoo;

16. Annoying
Yahoo:-)

17. Hipster
Yahoo_

18. Northern
Yahoo! Ya bastard!

19. Unnecessarily aggressive
Yahoo the f--k do you think you’re talking to?

20. Scientific
News + information x now = Yahoo!

NB: This project was abandoned at Day 20 due to inexplicable lack of public interest.

By Nick Asbury
Asbury & Asbury
@asburyandasbury

* Not really. If it’s not already clear, this project has nothing to do with Yahoo! and is a copywriterly spoof of their recent 30 logos in 30 days project.

UPDATE (5 Sept)
Yahoo! has now unveiled its new tone of voice. Judging by the quotes from CMO Kathy Savitt, they have gone with Surreal Defensive.

On the logo:
“You’ll notice a chisel to our logo that’s very architectural. What we’re saying is our logo is the foundation upon which our brand and products and user experience will continue to be built.”

On the animations:
“It might be an exclamation riding on a Segway, or riding on a pogo stick or swinging on a Tarzan vine.”
Sales footnote: if you enjoyed this, you might like Pentone Boxset by the same author – 30 tones of voice in one convenient boxset.