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Idealab
Idealab
Idealab's New Logo: Its Place in Idealab History and Culture
by Tom Hughes, Chief Design Officer, Idealab
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The first step in presenting a new logo for Idealab is to share some of the company's history — and how that journey and growth has affected identity development for Idealab.

globeAn early Idealab.com home pageIn 1996, at the very beginning, Idealab was an incubator for Internet companies and the logo reflected that — displaying a globe set in a nest to help convey the idea of Idealab nurturing development of companies for the "world-wide web." But, underlying all of Idealab's efforts has been an objective to create companies that would help to improve the world. While that admirable objective is quite evident in today's Idealab through companies like eSolar, Distributed World Power, Energy Innovations, Infinia and Aptera — whose products and services are helping to solve the complex energy problems that we all face — it is also present in less dramatic ways with companies like X1, Snap and Partsearch who make finding useful information and products easier and more efficient. But, the core of these values, the greatest part of the Idealab DNA, tie directly to Idealab's founder, Bill Gross, and particularly, to his life long interest in solar energy and his admiration of Thomas Edison. In many ways, it has been the Edison model — from his laboratory and workshop to his amazing list of inventions that have improved life on many levels for so many people — that has helped provide a model for Idealab.
Moving from a traditional identity to an integrative identity system
The logo from 2005-2009.Unlike the previous logos for Idealab that were more complex and unwieldy to position — effectively taking center stage — the new logo is more compact and utile. For example, it provides convenient ways to help promote an Idealab company without overwhelming it. And, it can apply the positive Idealab brand attributes to an operating company.


IdealabThe four color pixels represent Idealab companies' focus across these categories: Cleantech, Communications & Services, Internet/Mobile Media, and Automation.


Idealab sparklerIdealab identifierThe "i" element, or "sparkler" as it has been tagged, can also be used to help identify an Idealab company in an ad or brochure.


Or, the sparkler can be used to promote a company's link to Idealab in a marketing piece as shown below.
Marketing Piece


The spark or the "aha" moment of realizing an idea is only the beginning of its life. The hard work of making an idea a reality is captured well in this famous quote of Thomas Edison: "Genius is 1% inspiration and 99% perspiration." The legacy that Idealab has built and will continue to grow is due only to the hard work of its employees. And, their commitment to working to create companies and products that can improve the world is simply, well...Inspiring
The employees of Idealab
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