The decision of using a bulb was accurate at the time.

The bulb express creativity, innovation, and ideas, but giving it too many details and making it as a cartoon it could be related to a kid’s audience, young, amateur among others.

This is the opposite message to their philosophy which is basically a global and multinational company.

Also it is possible to see how it is difficult to integrate the logo in different formats like social media, websites and some applications (see examples above), the logo doesn’t fit and it’s removed from the wordmark.

It’s not recommended to have the company’s name in a logotype twice, because that goes against simplicity and the one inside the lightbulb is too hard to read.

the font family selected for the wordmark is Century Gothic. This was a good choice because it fits perfectly with the technology environment.

However, this font’s family is limited and it just have 2 versions: regular and bold.

Using a bigger font family is going to increase the possibilities in terms of application, like social media, presentations, brochures, etc.

The logo also have some structural problems. It is possible to think that this issue is a small thing but subconsciously our brain always know when things feels right. 

In a brand strategy small changes make a huge difference, and this changes can improve positive in how everyone remember our company.