Yahoo and AOL to get odd new name, questionable logo

There’s some logic to the name for a merged Yahoo and AOL, even if it sounds more than a little ridiculous.

What kind of a moniker for a tech company is “Oath?”

Well, perhaps it’s the perfect name for a firm that’s going to have to do some very heavy lifting to earn the trust of consumers.

Yahoo has the unwelcome distinction of holding the world record for the two largest hacks of user data in internet history. Verizon, which owns AOL and is buying the sputtering, untrustworthy mess that Yahoo has become, clearly saw the need for some branding that connotes trust.

But it’s hard to see any logic in the logo, which consists of the word “Oath” followed by a pair of blue balls. Possibly they’re meant to be symbolic of the pent-up demand for the kind of internet products and services Oath will provide.

On April 3, AOL CEO Tim Armstrong appeared to confirm on Twitter that Oath will be the name of the new organization that will be formed when Verizon’s $4.5 billion purchase of Yahoo goes through and Verizon combines the acquisition with AOL.

“Billion+ Consumers, 20+ Brands, Unstoppable Team. #TakeTheOath. Summer 2017,” Armstrong tweeted, over an image of the logo.

And to be fair, the blue balls in question are a large colon that comes after the name of the new firm, and before the words “A Verizon company.” But they’re still blue balls. A pair thereof.

Armstrong’s tweet came soon after a Business Insider report April 3 that revealed Oath as the name for the Yahoo/AOL mashup.

The Yahoo sale, which had been jeopardized by revelations late last year about the company’s two massive data breaches, is expected to close between April and June.

What’s left over after the deal — Yahoo’s holdings in Chinese e-commerce giant Alibaba and Yahoo Japan, plus a collection of patents — is to be an investment company called Altaba, Yahoo has said in regulatory filings.

Meanwhile, a new report indicates Yahoo CEO Marissa Mayer won’t be given a role at Oath.

“Armstrong is now close to making choices on which top Yahoo execs in Silicon Valley to keep and which to bid farewell to,” tech website Recode reported April 3, based on unnamed sources. “Mayer will not be continuing with the new company.” Neither Yahoo nor AOL would comment to the tech site about Mayer’s future.


Photo: AOL CEO Tim Armstrong (AP Photo)


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  • Fred Smith

    Hope the new company can get back to the old “messenger” the financial page used to be very useful until it got changed, stock quotes used to be much more helpful before the “new” page lay out, comments were a useful forum until it got left wing monitoring like much of the media in this country. The company had a lot going for it except it appears competent management. Best of luck in the future.

  • benT

    In England and many parts of the English-speaking world, this will become “Oaf”.