I'm sure there can be, somehow tying together intricate details how how our brains process visual data and how various associations are triggered. I'm pretty s

I'm sure there can be, somehow tying together intricate details how how our brains process visual data and how various associations are triggered. I'm pretty sure no such process exists today though, which (at least to me) makes various statements that sound as if they were part of such an objective evaluation sound so hilarious. Note: I have nothing but respect for the skills of good graphic designers, but it's just very strange to hear some of the justications made. My favorite regarding this logo was from the second bullet: We preferred letters that had thicker and thinner strokes - conveying the subjective and editorial nature of some of what we do. What does that mean? Am I supposed to look at the logo, and somehow conclude "ah, it uses both thin and thick strokes, naturally that is because Yahoo are sometimes subjective, sometimes they're editorial". Is "editorial" even the opposite of "subjective"?! Hilarious.