Started in 1994 as a web directory, Yahoo! is now the most visited web portal, where more than half the world goes to connect and search out information. In the beginning, Yahoo! based its business model wholly on attracting advertising revenue, the rise of the information age however forced the company to explore new services that encouraged users to "stick" to the sight longer and explore more in the Yahoo! space. In 2004, Yahoo! owned hundreds of brands and properties, yet having grown so quickly there was little consistency among its companies.

Aid in the creation of a robust brand architecture to simplify the global brand portfolio and rationalise a visual style for the brand.

Each of Yahoo!'s properties - future and existing - were categorised as one of seven brand types from partnership brands to family brands and independent brands. Each brand type, laid out in a decision tree, outlined the key business criteria and metrics required to make a branding or naming decision within the Yahoo! network. These principles guide how to assess and migrate the many Yahoo! sub-brands, and provide rationale to support various strategic acquisitions and partnerships around the world. Smart-and simple.

Siegel+Gale helped Yahoo! transform its diluted, confusing brand portfolio into a clear, helpful, and universally recognised portal that attracts 1.5 billion visitors a year. Our relationship with the Yahoo! brand continues as the company reaches into new areas.