Lycos is considered a pioneer in the world of search web portals. During the "Changing of the Guard" in 2010, Lycos reviewed their brand seeking to update their identity, logo & consolidation of their networks. The new focus would be based in mobile, social networking & location based services. The logo needed to convey its history, future & demostrate that it was still a leader in the digital world.
Overall the logo was to remain similar for recognition. Since Lycos is primarily a digital portal with many verticals the logo needed to work with each individually & holistically.
Remaining true to the Lycos search/fetch history I've reduced the full dog silhouette to a core recognizable lab feature & redesigned the ear for more integrity. This eliminated small rendering details difficult to produce onscreen & mobile devices. The reduction also provided balance between the mark & letterforms.
Typographically, we needed to put in some work. The heaviness of the letter forms resonated well but it was obvious that they were simply hacked apart—visible in the "L" & "O". I've adjusted the terminals in both letters & added a rounded cap to the forms for a softer touch. To capture the essence of a mobile progression for the company I skewed the type 12°.
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