LogoWatch Google's recently-acquired adserving tentacle DoubleClick has pulled off a bit of a rebranding coup in completely redefining the rainbow paradigm for its reworked logo.

According to GoogleClick's president (international) Ben Regensburger, the company is pretty excited about its new corporate identity "which features a new colour, green, and intersecting circles".

Those of you who've not yet had the chance to enjoy green can see here just how - when deployed in the twin globes which represent DoubleClick's new positioning as the "nerve center of digital marketing" - the colour is "truly a reflection of who we are today".

Regarding the "intersecting circles" concept, readers are reminded of last year's particularly nasty outbreak of rebranding madness down at MasterCard:

The three circles of the new corporate logo build on the familiar interlocking red and yellow circles of the MasterCard consumer brand, and reflect the company's unique, three-tiered business model as a franchisor, processor and advisor.

Ahem. Back at GoogleClick, meanwhile, the official release describing the reworked brand frontage demonstrates just the faintest whiff of joss-sticks, since a good deal of the text is given over to assuring customers that their data will not be used by the company's dark masters to subjugate humanity to their evil will:

One of the key attributes that continues to be a bedrock of the company as well is our commitment to our clients regarding their data. I want to reiterate that information collected by DART ad serving technology belongs to you, our clients, and not to DoubleClick. Any and all information collected by DoubleClick is and will remain the property of DoubleClick's clients.

Of course, Google has not yet officially snaffled DoubleClick, which continues to operate "as an independent company" until the suitcase full of cash arrives. Messrs Brin and Page must be delighted at the prospect of owning not only a big, big adserving outfit, but also this wonderous thing they call "green". ®

Earlier outbreaks of rebranding madness

• LogoWatch Swisscom chills to the sound of whalesong (28 February 2008)
• LogoWatch 2012 Olympics logo debuts to whalesong (4 June 2007)
• LogoWatch IntelliContact hit by rebranding madness (16 May 2007)
• LogoWatch Liverpool Victoria blows £2m to become LV= (22 March 2007)
• LogoWatch TomTom beats to the distant sound of whalesong (16 February 2007)
• LogoWatch Airline grounded by rebranding madness (6 November 2006)
• LogoWatch Virgin Galactic goes Starck raving bonkers (15 September 2006)
• LogoWatch NZ power company decimated by rebranding madness (5 September 2006)
• LogoWatch MasterCard succumbs to rebranding madness (6 July 2006)
• LogoWatch Defenceless China hit by rebranding madness (8 May 2006)
• LogoWatch Strategy Boutiques invade Japan (9 July 2004)
• LogoWatch Capgemini succumbs to rebranding madness (13 May 2004)
• LogoWatch Taiwan hit by sudden outbreak of rebranding madness (20 January 2004)
• LogoWatch Terrifying outbreak of rebranding madness in France (20 June 2003)
• LogoWatch Whalesong-driven rebranding madness spreads to Spain (18 June 2003)
• LogoWatch Rebranding kiss of death strikes Deloitte Consulting (7 April 2003)
• LogoWatch Deloitte Consulting fires up the whalesong and joss sticks (10 March 2003)
• Updated LogoWatch The future's bright – the future's purple (20 August 2001)
• LogoWatch MySQL swims with the dolphins (1 August 2001)
• LogoWatch Sema rebranding ends in tears (7 June 2001)
• LogoWatch Zarlink trumpets imperial pretentions (1 June 2001)
• LogoWatch With this ring, I thee sack (8 May 2001)
• LogoWatch Telco punts for pink pound (1 May 2001)
• LogoWatch VIA rises from eastern mountain (17 April 2001)
• LogoWatch Sema aflame with vital energy (12 March 2001)