When I first joined CheetahMail, I proposed an identity redesign to update their current logo, and get their identity system more in line with the current state of the company. The only prerequisite was that I use a version of the “cheetah paw” graphic since it was an easily recognized marketing icon in the industry.
Even though CheetahMail is an email marketing company, they do a lot more than just email. With this in mind, I wanted to give the design some dimension. I added curves around the red circle to give it an embossed look. This corporate logo design sample also gave the logo motion, and created a design element that I could easily apply across the rest of the system.
I also re-designed the paw to give it more visual stability, and chose to knock it out against red to enhance the already high brand recognition. Once the logo fell into place, I continued the curve motif through the other identity elements.
In 2006, Experian CheetahMail management removed this version of the logo, and replaced it with the soulless space invader it is today.