Original URL: http://www.theregister.co.uk/2007/05/01/doubleclick_rebranding/

DoubleClick redefines the rainbow paradigm

Invents new colour for 'exciting' rebrand

By Lester Haines

Posted in Bootnotes, 1st May 2007 09:02 GMT

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.

DoubleClick's new logoAccording 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".

MasterCard: Before and afterRegarding 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". ®