Yes, the topic has been beat to death. Unfortunately, it’s been the wrong discussion. Most of what I’ve seen has been about aesthetics and how the logo looks. A logo can look like almost anything, as long as there’s an underlying personality you are looking to convey.

Oliver Reichenstein at iA does a masterful job of tearing apart what’s wrong:

Branding doesn’t start with the logo. It is not primarily a visual discipline. Your brand is what you stand for. Branding is more about content than shape. It is who you are, not how you look. The shape should represent your inside, your content. Your brand architecture is your information architecture.

Having run several branding workshops to help clients understand who they aspire to be, it’s clear – a logo design doesn’t happen in a weekend (especially for a $10 billion brand) without a much larger discussion of who you want to be as a company.

If you’re changing your personality, who you aspire to be, that’s a reason to change your logo. But changing it for aesthetic reasons, which is all Marissa Mayer’s post focuses on, is all wrong.

Reichenstein calls Mayer out for what this stunt is: unprofessional.

Redesigning a logo for a $10 Billion Dollar company that is in deep trouble is not a matter of talented designers and personal preferences for design. It is not about fiddling. Doing it in a weekend is simply unprofessional.