DuckDuckGo

2021 Logo Refresh

Director, Brand DesignBrandingIllustration

Having joined DuckDuckGo to help with their main brand that hadn't changed since 2008, I was embedded in a company structure that utilized user research to test absolutely everything done in day-to-day work. A plethora of tweaks to every detail of Dax the duck went on multiple testing platforms and ultimately resulted in a logo with much cleaner lines and a much more flexible system in terms of its variants.