DuckDuckGo is a web search engine, which was created in 2008 by Gabriel Wein-berg. The service’s main profile is protected privacy and the absence of a personal-ized approach, which extends the search results.
The iconic DuckDuckGo emblem was designed in 2008 and still stays with the company, as the main element of its visual identity. However, there were several redesigns of the wordmark made throughout the years.
The rounded emblem with a red background depicts a goose’s head looking right. The goose has his mouth open and a green bow-tie on his neck.
The original wordmark featured “DuckDuck” lettering in a thin sans-serif typeface, with the “Go” on a bold italicized font, with both letters capitalized. The thick green underline was one more element of the visual identity.
The color palette of the inscription was composed of red, yellow and green.
In n 2010 the nameplate was simplified. Now all the lettering was executed in a single typeface and the color palette of the inscription was composed of only two shades — black and green (for “Go”).
The emblem gained a thin white outline, which made it more confident and modern.
The redesign in 2012 lightened the background color of the emblem and refined the typeface of the nameplate, making it more traditional and strong. The black of the inscription was replaced by a dark gray.
In 2014 the company switches color palette. Now the red of the emblem is replaced by prance, the dark gray and green of the wordmark — by a traditional gray. The outline of the emblem became thicker and now looks more balanced and complete.
The DuckDuckGo logo is instantly recognizable. It is funny, welcoming and friendly, but at the same time, it evokes a sense of professionalism and security.