Yahoo asked users for feedback, which to Magneto’s observation, was shut down quickly after two pages of all negative comments were filled. Or perhaps it was a glitch. As Magneto creative director, Craig, went to leave his two cents on the redesign, the feedback form kept deleting his text.  However, it didn’t stop other users from dropping four-letter words and calling Yahoo “choice usurpers.”

This is all part of what Yahoo is calling “’Project Grand Slam,’ an effort to bring a more coherent look and identity to Yahoo’s pages,” says Vogue in its feature on Marissa Mayer.

As the Magneto team looked over all this yesterday morning, a pop-up encouraging users to sign up for mobile capabilities grabbed our attention, claiming: “It’s just like your my Yahoo! on your desktop, designed for your phone!” To Craig’s dismay, his settings were still gone and the two versions – desktop and mobile – looked nothing alike.

Yahoo’s attempt at updating and keeping a fresh tone are certainly understandable, however, from a branding standpoint, they are doing so at the expense of loyal users. By pulling the rug from under these users, Yahoo is diminishing the trust and relationships that were upwards of ten years in the making. The inconsistencies, sudden changes and what seems to be a disregard for user preferences are leaving some threatening to leave Yahoo altogether. Magneto understands that managing a brand is a delicate process that requires careful navigating day in and day out.

How have the new Yahoo changes affected how you use it? New logo win or fail? Let us know in the comments – and check out a few other unsolicited Yahoo opinions below!

*Further designer thoughts on the new logo: “It’s a much better logo when I sort of squint my eyes and can’t see it as well.”