Base Gives Net Neutrality a Makeover

Bruce, a guy with no affiliations or predispositions other than to make sure the playing field is level for everyone.

Following President Obama’s public petition to stand up for net neutrality, Bloomberg Businessweek contacted Base Design with the objective of giving the term “net neutrality” a much-needed makeover.

Bloomberg Businessweek, Net Neutrality, Base Design
Bruce, a guy with no affiliations or predispositions other than to make sure the playing field is level for everyone.

Should this belief be given a new term altogether? Getting the right wording can make a world of difference. Consider for example the term “frozen stars” which only became universally known when termed “black holes.”

With the objective of putting the complex ideas into simple terms, Base created concepts around such names as Netrality, which more easily rolls of the tongue, or Netrocracy, ruled by the Internet without interference from the outside.

Belinda Lanks, design editor at Businessweek, however went with our most ambitious option, Bruce, a guy with no affiliations or predispositions other than to make sure the playing field is level for everyone.

Bloomberg Businessweek, Net Neutrality, Base Design
By trademarking the term, it adds a corporate overtone that reflects the standoff that is bound to continue in the debate on net neutrality. We of course designed the logo in the most neutral of typefaces, Helvetica.

The logo, inspired by comic book superheroes, represents the fight for “equality” or “neutrality” on the Internet.

Take a look at the different contributions here: Bloomberg Businessweek