Diigo is an online research and knowledge management tool that allows users to bookmark, annotate, highlight, and archive web content. The company, founded in 2005, describes itself as a “multi-tool for personal knowledge management.”[1] The name is an abbreviation for “Digest of Internet Information, Groups and Other stuff.”[1]
Design and History
Diigo’s visual identity underwent a significant change in August 2013. In a blog post announcing that the service had reached its 7th million user, the company detailed a “major redesign” that included “a redesign of the company logo and brand image to emphasize our focus on personal knowledge management.”[2] The redesign accompanied a complete site overhaul and marked Diigo’s transition from a simple social bookmarking service, which it had been since its start in 2005, toward a broader positioning as a knowledge management platform.[2]
Prior to the 2013 rebrand, Diigo had released several major product versions, including V3 in March 2008 and V4 in August 2009, each accompanied by interface updates.[3] The 2013 logo redesign was the most explicit visual identity change documented by the company, tied directly to its strategic repositioning around personal knowledge management.[2]
Meaning and Symbolism
Diigo’s official documentation does not provide a detailed explanation of the symbolism behind its logo mark. The company’s stated rationale for the 2013 redesign was to emphasize its focus on personal knowledge management, distinguishing itself from being perceived merely as a bookmarking service.[2] Brand asset databases list the primary brand color as a blue tone (hex code #2269B4), though Diigo itself has not published an official color specification or meaning for its palette.[4]
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