# Criteo new logo (2021)

> Criteo launched a new logo in Jun 2021, designed by Criteo in-house. New logo.

## Key facts

- Brand: Criteo
- Launched: Jun 2021
- Studio: Criteo in-house
- What changed: New logo.
- Why: Criteo said the new branding aligns with its transformation over the past year and its commitment to a fair and open internet as advertising moves beyond cookies.
- Industry: Technology
- Logos: https://rebrandlog.com/logos/criteo-2021/before.svg (before), https://rebrandlog.com/logos/criteo-2021/after.svg (after)

## The rebrand, explained

Criteo built its business on retargeting with third party cookies, which made 2021 an awkward year. On 3 June, at a virtual investor day, it unveiled a new logo, visual identity and positioning, The Future is Wide Open. The company's release said the rebrand aligned with a significant transformation over the previous year, marked its commitment to a fair and open internet that enables discovery, innovation and choice, and spoke to the opportunity it could seize as it prepared for advertising without cookies.

The logo change is small and explained in detail. The release, echoed by Marketing-Interactive, said the two dots previously connected at the top right of the logo moved to its centre to better represent consumers and customers, the centrepiece of its product strategy. The dots now include open space, nodding to discovery and openness, while a bolder font represents a strong legacy balanced with modern capabilities. The visual changes were developed by Criteo's marketing team in partnership with the agency Technology, Humans and Taste, or THAT, which consulted on positioning.

Chief executive Megan Clarken said the time was right for a new brand identity and rally cry, to re-establish leadership and set an optimistic tone for the open internet. Chief product officer Todd Parsons framed the end of cookies as an opportunity rather than a threat. In an interview with Marketing-Interactive, Kenneth Pao, executive managing director for Asia Pacific, said the rebrand reflected substantial development over the past year, and that Criteo would no longer be only a retargeting point solution but a global technology company working through a commerce media platform. Senior leadership, change agents and product marketers were all consulted, he said.

This is a rebrand as investor relations, launched at an investor day to tell the market that the cookie company has a future. The design idea, putting the customer at the centre by literally moving dots to the middle, is tidy and a little too literal. The open space inside them is the better touch. But the phrase The Future is Wide Open from a company whose core technology was being closed off by browsers sounds less like optimism than hope. A logo cannot carry that argument; only the commerce media business can.

In short: Dots to the middle, cookies to the exit.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_for_criteo.php
- https://www.criteo.com/news/press-releases/2021/06/criteo-rebrands-reveals-roadmap-for-future-of-open-internet-during-companys-investor-day/
- https://www.marketing-interactive.com/criteo-refreshes-branding-as-it-gears-up-for-post-cookie-world

## Cite this

Rebrand Log, "Criteo new logo (2021)", https://rebrandlog.com/rebrand/criteo-2021/, last updated 2026-10-21.