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Start The Startup™

250 words or less. For entrepreneurs and other smart people who don't have time to read.

It’s Hip to Be Square*

Yahoo's New Logo

I was surprised when I saw Yahoo’s new logo. Boring: yes. Unoriginal: yes. But to  me, the oddest oversight was the shape itself. It’s a socially awkward rectangle in a world of confident squares. These days, a square logo can be a brand’s best friend. Symmetrical logos won’t get cut short (literally) by social media. They make life easier: Apps, web searches, favicons. One month after launch, Yahoo’s new logo has watered itself down to dozens of variations instead of one icon. Advice to startups? Start square.  Some savvy brands found out it’s hip to be square, everywhere:

Square Iconic Brand Logos

* “It’s not too hard to figure out, you see it every day.  And those that were the farthest out have gone the other way.  You see them on the freeway, It don’t look like a lot of fun.  But don’t you try to fight it.  An idea who’s time has come. Don’t tell me that I’m crazy, don’t tell me I’m nowhere.  Take it from me – It’s hip to be square!” -  Huey Lewis, 1986



Cathy Bennett is an entrepreneur, product launch veteran, and avid coffee drinker from the San Francisco Bay Area. She graduated from UCLA with a degree in Communications and earned her MBA in Marketing from the University of Notre Dame. After 15 years in corporate marketing, Cathy launched her own startup in 2007. Despite being a small-new-online-bootstrapped company, Cathy took an aggressive, hands-on approach telling the story of her company. It was compelling enough to get the attention of the Today Show, Martha Stewart, Parents’ Magazine,, Daily Candy, and PC Magazine, amongst others. Her use of social media was featured by Facebook Corporate as a “Best Practice” for its engaging use of Facebook pages. She sold her company in 2011, joing on to leading new initiatives in product launch, PR and social media for the parent company’s New York-based operation. Before her startup, Cathy was involved with corporate product launches for large companies like Ford (U.S. Launch Manager for Jaguar and Land Rover brands), Nissan (Product Manager for Infiniti’s QX4 and I30), and spearheaded Lincoln’s audio licensing partnership with THX/Lucasfilm. Cathy started Start The Startup™ to share her best practices in product launch and PR for small startups looking to attract some high quality attention.