Yahoo has adopted a new logo for the first time since shortly after the Internet company's founding 18 years ago.
The redesigned look unveiled early this morning is part of a makeover that Yahoo has been undergoing since the Sunnyvale, California, company hired Google executive Marissa Mayer to become CEO 14 months ago.
She has already spruced up Yahoo's front page, email and Flickr photo-sharing service, as well as engineering a series of acquisitions aimed at attracting more traffic on mobile devices.
The new Yahoo logo and (inset) the old one which has now disappeared
The shopping spree has been highlighted by Yahoo's $1.1billion (£720million) purchase of Tumblr, an Internet blogging service where the company rolled out its new logo.
The logo was shown in purple spelling out the word Yahoo!, with no letters touching and ending with an exclamation point.