Outbrain, the content discovery and native advertising platform founded in 2006 by Yaron Galai and Ori Lahav, developed one of the most recognizable icons in digital advertising: a cartoonish orange character named Amelia. The company’s visual identity evolved through several distinct phases before the Outbrain brand was retired following its February 2025 merger with Teads, when the combined company adopted the Teads name with a new logo blending both brands’ colors.
Design and History
Outbrain’s original logo was created by co-founder and CEO Yaron Galai, who was not a professional graphic designer. The early logo sometimes incorporated five-star ratings, reflecting Outbrain’s initial product where readers rated stories to receive better content recommendations. When the company was about three years old, Outbrain’s marketing manager gave Galai an ultimatum: “Either the logo goes, or I go!” [1]
Outbrain then engaged graphic designer Dan Cederholm to create a more meaningful logo. The initial working concept was the “brain,” reflecting Outbrain’s use of advanced technology to deliver relevant content. Early iterations were fairly anatomical, but the team shifted focus from a pure “brain” to a “brainiac” concept, evolving the icon from an anatomical part to an identifiable personality. Font designer Jason Santa Maria was then brought in to fine-tune the typeface, with the final choice made from several options presented. [1]
The resulting icon, described by Outbrain as having “cartoonish curves and lines, with relatable human-like features in bright, recognizable orange,” served as the company’s logo for over a decade. [1]
Meaning and Symbolism
The name “Amelia” was not inspired by Amelia Earhart, as many assumed. According to Outbrain’s account, a California-based agency working with Outbrain’s New York management team on a conference presentation decided the icon needed a name. After internal brainstorming and voting, the agency team unanimously agreed on “Amelia,” and the name stuck. [1]
Outbrain’s own branding guidance distinguished between the full logo and the Amelia icon alone. The “Amelia head” option was recommended only when there was not enough space for the full logo with wordmark. [2]
Typography and Design
Jason Santa Maria, described by Outbrain as “one of the world’s best font designers,” worked on making the logo’s typeface unique and appealing while complementing the brainiac graphical icon. Several typeface options were considered before the final choice was made. [1]
Rebrand and Legacy
Outbrain completed its acquisition of Teads on February 3, 2025, and the combined company began operating under the Teads name. [3] The new Teads adopted the tagline “Elevated Outcomes” and introduced a new logo that combines Teads’ blue with Outbrain’s orange, described as the only remaining trace of the Outbrain brand founded in 2006. [4]
The corporate entity formerly known as Outbrain Inc. completed its renaming to Teads Holding Co. in June 2025, with the Nasdaq ticker symbol changing to “TEAD” effective June 10, 2025. [5] Outbrain’s direct response advertising product was subsequently rebranded as “Outbrain Direct Response (ODR) by Teads.” [6]
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