Founded in 1995, DoubleClick was one of the earliest companies to serve and track online advertising. When an internet user “double clicked” on an online ad link, the company would track that click to determine ad efficiency and ad rates. In late 2006, a year after being acquired by the partnership of Hellman & Friedman and JMI Equity, the company began an internal realignment to unify several subsidiaries. They then approached BIG to redesign the ten-year old logo.

The subtle gesture of double clicking is difficult to express visually. One doesn’t jump, enter, exit or exhibit any other kind of large movement. In fact, the most noticeable result of double clicking would be the clicking sounds of the mouse.

Representing the multiplicities of a company into a simple shape or combination of letterforms is a high form of abstraction. And translating such a small gesture into a visual form is as abstract as you could get. If we can represent a click, can that shape also stand in for the business?

One advantage that every designer has is that logos, on their own, mean nothing. It’s only through the actions and history of a company do logos begin to really represent the company. So we can begin from a point of naïveté and built from there.

A catalogue of shapes from early in our creative exploration

Eventually, circular shapes seemed to have more resonance. The circle is the basic indicator of a point, a gesture, a building block, etc.

And this was filtered down to a vertical arrangement. An arrangement which also had an audience in the client’s statistical leanings, i.e. the venn diagram. The typeface Foundry Context was chosen for its complementary geometric foundation.

Samples from various color studies

The final logo

Color choice was determined by how well the colors reproduced across print and online color spaces, and how well it stood out from the competitive environment.

Green is a color with a very wide range – from yellow green to blue green. So the analogous extended palette offered both unity and variety.

Extended color palette

From palette to pattern to simple illustrations

Environments were explored more to see the color palette in action rather than to present trade show applications

Possibly one measure of a logo’s success is how it weathers change within the company culture. The year after our logo was introduced, the company was purchased by Google. Recently, the typography was changed, but I can report that the venn diagram and color scheme (the essence of the project) remain.



Design: Mark Kingsley, Tad Kimball
Chief Creative Officer: Brian Collins
Senior Creative Director / Partner: Allen Hori
Project Manager: Bethan Willis
Agency: BIG / Ogilvy

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