Ready, Set, Leap

(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

Opinion/Notes: 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.

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

Select 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 ;-)