Web portal, search and ads firm Yahoo! is set to change its logo no fewer than 30 times over the next month.

If anyone is worried about the possible loss of Yahoo!'s "fun, vibrant and welcoming" image, the firm announced it will be "keeping the colour purple". And yes, the exclamation mark is here to stay.

Over the next 30 days, the Purple One will unveil a redesigned logo every day before it settles on a new logo that it feels represents its corporate mission.

Anyone who uses the Purple Palace's search engine (no, we don't know anyone who does this either) will get to look at a new logo each day before the big one is unveiled on 4 September.

The news was announced on Tumblr, the cats'n'porn site which was snapped up by Yahoo! and then rapidly sanitised.

Kathy Savitt, chief marketing officer, wrote: "Over the past year, there’s been a renewed sense of purpose and progress at Yahoo!, and we want everything we do to reflect this spirit of innovation. While the company is rapidly evolving, our logo — the essence of our brand — should too. The new logo will be a modern redesign that’s more reflective of our reimagined design and new experiences.”

The Guardian's web news editor Jonathan Haynes had this to say about the new logo:

Let's be honest, as far as most users are concerned, Yahoo! got a new logo about a decade ago pic.twitter.com/keP3nDw1QU — Jonathan Haynes (@JonathanHaynes) August 7, 2013

For the sake of balance, here are some Japanese kids acting out the current logo. The exclamation mark lady looks particularly pleased to be keeping her role.

Exchange students from Japan reenact the Yahoo! logo during a visit. We love it! http://t.co/OuM7zgwuT5 — Yahoo! Inc. (@YahooInc) August 2, 2013

What do you think of the Yahoo! logo? Let us know by clicking the “comments” button below. ®