Kara Swisher

Recent Posts by Kara Swisher

I Shot the Serif — Why Didn’t Anyone Notice the Tumblr Logo Change?

While everyone was riveted to the change in Yahoo’s logo earlier this fall — mostly due to a monthlong Cecil B. DeMille rollout of the logos not used, followed by the I-made-it-myself grand unveiling by CEO Marissa Mayer — no one seems to have noticed a subtle but significant change to the look of the logo of another of the Silicon Valley Internet giant’s properties.

That would be Tumblr, the high-profile New York-based blogging network that Yahoo bought for more than $1 billion in late May. And though it was not touted, the logo changed in mid-October, during an update of Tumblr’s dashboard. Along with making it more clean, several of the logo’s letters had their serifs squared up, in a move not dissimilar to the Yahoo logo change.

In other words, some new sharp and straight lines, versus softer ones — mostly all-serif, but some sans-serif thrown in at the same time.

Here’s the old Tumblr logo:

tumblr-logo-rectangle-white-on-blue-839x385px

And here’s the new one:

tumblr_logotype_white_blue_256

I like this change a lot, almost as much as I did not like the new Yahoo logo. Then again, I am no font expert, and there’s no accounting for taste.


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I think the NSA has a job to do and we need the NSA. But as (physicist) Robert Oppenheimer said, “When you see something that is technically sweet, you go ahead and do it and argue about what to do about it only after you’ve had your technical success. That is the way it was with the atomic bomb.”

— Phil Zimmerman, PGP inventor and Silent Circle co-founder, in an interview with Om Malik