Kelly Finnerty, Director of Brand and Content at Startpage, talked about how comments from fans helped spur their brand refresh, the elements they knew they needed to change, and going with your gut when it comes to final decisions.
I joined Startpage in 2019, so I can only share its brand history second-hand.
What I do know is that the original branding strove to differentiate our private search engine with the “picture-perfect” styling of notorious “Big Tech” brands who spy on and track people. This is apparent in the previous brand identity’s use of hand-drawn illustrations and frilly fonts.
Regarding the brand colors, which we’ve largely maintained, it shows that Startpage is not your traditional tech brand.
The vibrant “Startpage Blue” signals a clear line drawn between privacy-respecting tech and the primary blue used by invasive Big Tech brands like IBM, Microsoft Bing, Cisco, and Facebook.
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