DoubleClick Logo

DoubleClick LogoDoubleClick Logo PNG

The DoubleClick logo had an optimal color palette that captured users’ attention and provoked their interest. Calm tones evoked confidence and instilled confidence, which is extremely important for an advertising-related platform. The emblem was distinguished by various designs, as it combined several styles.

DoubleClick: Brand overview

Founded:February 1996
Founder:Kevin O’Connor and Dwight Merriman
New York City, U.S.
DoubleClick is a now defunct New York company that owned programs and tools for creating and placing ads on the Internet (DFP, DFA, Media Visor, Adapt, etc.). Her clients were agencies representing such global business giants as Coca-Cola, General Motors, Visa, and others. Purchased (2008) and acquired (2018) by Google Corporation.

Meaning and History

DoubleClick Logo History

Startup software specialist O’Connor and computer scientist Merriman DoubleClick began development under the wing of offline advertising company Poppe Tyson. The value of the project is in the technology of displaying banners to interested users, which has grown into the DART system. The project quickly took off, selling advertising and its software to other agencies. Unique technologies led to the firm’s purchase by a world software leader.

The DoubleClick logo has been updated three times. It was due to the new owners. However, the main theme of the double click is played in each visual cue.

What is double click?

An American company has developed technologies for displaying ads to a target audience and has been owned by Google since 2008. Due to this, online advertising makes up 71% of the giant’s revenue. It was bought with an income of 300 million dollars and 35 offices worldwide.

1996 – 2007

DoubleClick Logo 1996

While the company was owned by O’Connor and Merriman, its logo did not change. There was no need for this since development went by leaps and bounds. In the year of its creation (1996), the company received an income of 6.5 million, in the next – 30.6 million. The sale of shares (1998) brought capital of 4 billion. Representative offices in 25 countries were opened in 4 years. All thanks to technology. The logo didn’t matter much.

For the first visual sign, the entrepreneurs chose a simple display of the company name – DoubleClick. They showed a double click by repeating the word Click. The second copy, smaller and red, is located above and to the right of the main one. Despite its simplicity, the logo fully reflected the direction of the company.

Anyone with a computer is familiar with the concept of double-clicking. This is a well-known combination for opening files and websites. Therefore, after looking at the emblem, there was no doubt about the company’s connection with the Internet.

According to the idea, only two clicks separated the DoubleClick client from selling the product to the target user through the site. Hence the name. The second click was decisive, so it was highlighted in red.

The piecework spelling of the words Double and Click indicated the pressing speed. For a double click to work, it is performed without interruption.

The angular serif typeface resembled the lines of microchips, the paths, and channels that DoubleClick’s programs used to find the information they needed about users as they roamed the web.

2007 – 2010

DoubleClick Logo 2007

In 2005, the company was bought from its former owners by two investment firms: Hellman & Friedman and JMI Equity. But only to prepare the brand for a larger and more expensive deal. The logo update was part of the rebranding.

Using the same basic double-click idea, the new logo conveyed it in a slightly different way. Instead of the second word, a double circle appeared in place of the letter O. The first fully corresponded to the letter’s position, and the second was lower, intersecting with the upper figure only partially.

The circle was associated with hovering the index arrow on the desktop and double-clicking the mouse. This already clearly brought DoubleClick closer to the Internet space.

The picture gave the impression of a quick and easy solution to the issue of advertising on the Internet (for firms) and buying goods (for users). Two clicks, and you’re done.

The two-level spelling of DoubleClick reinforced the idea of ​​a double. Slender, thin letters, which replaced the massive font, embodied the idea of ​​lightness and speed. The use of lowercase letters led away from the idea that this was the company’s name. It was as if the user was reading a “double-click” instruction. Thanks to this, the name turned into an advertisement, prompting action.

2010 – 2015

DoubleClick Logo 2010

In 2008, the sensational purchase of DoubleClick by Google took place. Having acquired several computer companies, DoubleClick owned a unique set of mechanisms for advertising and collecting information about users. Plus had an advertising exchange. Therefore, having bought the company for 1 billion, Hellman & Friedman sold it to the interested Google for 3.

The new owner updated the strategy and visual sign later when the claims of Yahoo and Microsoft, which were afraid of the competitor’s excessive power, subsided.

Google only slightly redesigned the previous logo. But it immediately acquired several meanings. The double circle was brought forward, placing it in front of the words. Now the tandem was not only a symbol of a double click. He showed that the company’s products exist to unite: advertising and the Internet, sales and the Internet, sellers, and users, firms and advertisers. DoubleClick technologies help them work in pairs that are beneficial to both.

The two-level inscription “doubleclick from Google,” where each part is written opposite its circle, broadcasts the idea of ​​\u200b\u200bmerging DoubleClick and Google.

The company name retained the lowercase letters but was merged into a single word, bringing back the feel of right-clicking speed. The thin font looked like a web. The black color of the letters changed to green, symbolizing renewal.

In general, the logo was pale and nondescript. He pointed to the submission to Google. DoubleClick’s position as part of a corporation and not a well-known stand-alone company.

2015 – 2018

DoubleClick Logo

Google’s management company was reorganized and became part of Alphabet Inc. All brands related to the Internet which have become part of the new coalition have undergone a rebranding.

The two circles on the DoubleClick emblem have been replaced with two intertwined hoops placed on the same level. They are a symbol of technology. Reminiscent of wedding rings with their idea of ​​association.

DoubleClick again found two capital letters, highlighting the two constituent words. The thin black font (the smallest of all used earlier) shifts attention from the inscription to the rings.

Two cliques, two words, two rings connected were a triple indication of unity—the close connection between advertising and the Internet. The company helps to meet the advertiser and his potential client and connects them through its technologies.

The inscription by Google follows the title but in even smaller print. A smooth transition in a row from large rings to a small inscription shows the dissolution of the brand and the preservation of only its technologies.

In 2018, the company became part of the Google marketing platform, losing its name.

Font and Colors

DoubleClick Emblem

Primary colors: black, light green, green and dark green.

  • In the case of DoubleClick, green shades meant money, earnings, and profit from sales. Light green symbolizes attracting new users, a new advertising approach, and modern technologies with a great future.
  • Black – the power of the company, its global scale.

DoubleClick Symbol

The font of the latest Araboto Light logo.

DoubleClick color codes

InchwormHex color:#b3e61e
RGB:179 230 30
CMYK:22 0 87 10
Pantone:PMS 375 C
Medium Sea GreenHex color:#53a661
RGB:83 166 97
CMYK:50 0 42 35
Pantone:PMS 7482 C
Dark GrayHex color:#a6aca7
RGB:166 172 167
CMYK:3 0 3 33
Pantone:PMS 7537 C
Granite GrayHex color:#616161
RGB:97 97 97
CMYK:0 0 0 62
Pantone:PMS Cool Gray 10 C