(Est. 2007) “Tumblr is a microblogging platform and social networking website founded by David Karp and owned by Yahoo! Inc. The service allows users to post multimedia and other content to a short-form blog. Users can follow other users’ blogs, as well as make their blogs private. Much of the website’s features are accessed from the “dashboard” interface, where the option to post content and posts of followed blogs appear. As of February 7, 2014, Tumblr hosts over 170.2 million blogs. The company’s headquarters is in New York City.” (Source: Wikipedia)
Images (opinion after)
Thanks to the latest tipper I realized I had completely failed to post this redesign which happened around October of last year. This is a very subtle but very nice redesign that helps tremendously with the counterspaces of the wordmark, particularly around the "u". I'm usually not a fan of chopping off necessary serifs but trimming the "u" made a positive difference. My only complaint would be that its left stem feels heavier than the rest of the letters, but it's only if you are staring at it like really hard. I also like the change to the slab-ier serifs and the more pronounced ball of the "r".
Thanks to Julie Roberts for the tip.