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New Logo for SAPO



Noted Nov. 5, 2014 by Armin

Industry / Media Tags /


(Est. 1995) SAPO, short for Servidor de Apontadores Portugueses (“Portuguese Server Pointers” or something like it), is a search engine slash news portal created by the Computer Science Center of the University of Aveiro and owned by Portugal Telecom. Sapo means toad.

Design by

In-house most likely

Related links

New brand microsite
Económico news story
SAPO replica website of 1995
Brand guidelines

Relevant quote
This is our logo, the primary representation of SAPO brand that embodies their values: it's modern, technological, innovative and disruptive. Already, SAPO is male and is always written in capital letters ;-)

New brand microsite (Google translated)

Images (opinion after)
New Logo for SAPO
Logo detail.
New Logo for SAPO
Single-color versions.
New Logo for SAPO
3D geometry model.
Printing the logo in 3D.
Introducing the new logo.

The old logo was more Chuck E. Cheese than Google so it's really nice to see the cartoon frog give way to an abstract rendition that also happens to be rather nice. Other than the slightly creepy eye, the sitting shape is very well achieved and you can almost sense that it's about to leap. The icon is much more effective in color than in single-color. The wordmark is fine, a little dry but it gets the job done. In addition to the logo frog there is a character frog that appears in the video at the bottom of this post — I didn't know that Sapo also translated to Geiko gecko in Portuguese.

Thanks to Sérgio Santos for the tip.

Your opinion…

On Icon


On Wordmark



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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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