Branding

Startups Hit Cute Mascot Overload


There was no better sign of the dot-com boom’s irrational exuberance than the proliferation of cutesy mascots. After the bubble burst, Internet entrepreneurs grew more serious, reflected as much in their logos as in their business plans. With VC money flowing freely again, the fun is back.

Larry Bird photograph by Scott Cunningham/NBAE/Getty Images
Milian is a reporter for Bloomberg News in San Francisco.

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