December 20, 2000
Untitled
A kind viewer submitted yet another spiral logo for my collection today. In the spotlight is the freshly rejigged identity entity from the dogpile.com search engine. I was immediately broadsided by its eerie resemblance to the late pets.com logo and its swirling paw print motif. Dogpile had been using a spiral in its previous logonic incarnation, but up until the recent self-detonated implosion of pets.com, it wasn’t augmented with those cute little puppy toes. My guess is that the folks at Dogpile assumed that nobody at what was left of pets.com would notice if they borrowed that particular iteration of corporate trade dress because of the preoccupation with trying to liquidate all those stupid sock puppets. On a related note, when did petsmart.com pick up the pets.com domain?
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