Yahoo has adopted a new logo for the first time since shortly after the Internet company's founding 18 years ago.

The redesigned look unveiled late Wednesday is part of a makeover that Yahoo Inc. has been undergoing since the Sunnyvale, Calif., company hired Google executive Marissa Mayer to become Yahoo's CEO 14 months ago.

Mayer has already spruced up Yahoo's front page, email and Flickr photo-sharing service, as well as engineered a series of acquisitions aimed at attracting more traffic on mobile devices.

The shopping spree has been highlighted by Yahoo's $1.1 billion purchase of Tumblr, an Internet blogging service where the company rolled out its new logo.

The logo was shown in purple spelling out the word Yahoo!, with no letters touching and ending with an exclamation point.