By a large margin, users prefer a slanted exclamation mark, serif font, uneven baseline, and uppercase letters.

Now, the selected logo was almost identical to the current logo, except with a sans serif font. But wait... don't users prefer serif fonts?

So wouldn't a truly representative test also measure the logos against the current logo? Did Yahoo perform this kind of sanity check when trying to choose a new logo, I wonder?

And as a side note, I just want to say... some of those Yahoo logos are truly terrible.