Logo, Bullshit & Co., Inc. → Logo, Bullshit & Co., Inc. For a brand like Yahoo there is something more important than spacing, kerning, colors, serifs, or making designers angry at this point. No, it’s not getting attention. It’s gaining trust. Ironically, for that you need a reflective, clear, and consistent brand identity. A different logo powered by bullshit doesn’t convey identity and trustworthiness. It conveys desperation. Oliver Reichenstein But sometimes, being nice isn’t the right move – especially when someone is full of shit.