september," savitt says. "the timing is right.will reflect our brand, which is entertaining, fun, engaging, delightful, playful." yahoo tinkered with the look of its logo shortly after the company was founded in 1995, but it has largely remained the same for years. in changing its iconic logo, yahoo joins twitter, microsoft and ebay, which yahoo's case, it' may tweak its typeface, color and punctuation , but keep the yodel sound the same, savitt says. "there is both risk and reward in changing a logo," says dennis ryan, chief creative officer at advertising agency olson, whose clients include target and general mills. he recently redid the logo for belize, for that country's consumers have for a particular company." internet's first icon," savitt says. "it was the content on the web." albert tan, brand director at mobile-security start-up logo this year, says the underlying rationale for where a company is headed. a logo change also requires statement, tan says. >> starting on august 16, apple will offer users of third- party ipho