At last, Yahoo's not just bleeding purple on the inside. Yahoo's Argentinean and Brazilian portals have switched from the company's longstanding red logo to a purple one, tipster Mauro Borione tells us . Can the main Yahoo site be far behind? The site's red logo has long been a branding mystery.

If Yahoo's official color is purple, why is the logo it shows to hundreds of millions of users on its homepage red? One explanation Yahoo insiders have given me: In the early days of the Web, purple didn't display well on the available monitors. Since then, an overwrought caution has kept Yahoo from updating it.

The company started testing variations on a new logo two months ago; after trying a different typeface, it appears to have settled on the current version — finally, after 13 years, in the right color.

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