GoTo redubs itself Overture Services

Cyberbiz Brief

GoTo.com — which became a thorn in Disney’s side nearly two years ago after the Pasadena-based Internet search engine claimed that the traffic-light logo for now-shuttered Mouse House portal Go.com was too similar to its own — is changing its name to Overture Services.

Move also changes the publicly traded company’s symbol on Wall Street to OVER on Oct. 8. The new corporate Web site will be www.overture.com, with the GoTo moniker retired by next year.

Pasadena-based GoTo said the new name and tagline “Search Performance” better convey its ability to provide search and advertising services. Company sells search-result listings to the highest bidder.

GoTo won an injunction in 1999 barring Disney from using its original Go.com logo, forcing the company to trash an icon it had spent millions to promote on television, in print, across the Web and even on the scoreboard for the Mighty Ducks hockey team at the Pond in Anaheim.

Ironically, last year, GoTo paid an undisclosed amount to become Go.com’s official search engine.

Jaynie Studenmund, chief operating officer for Overture, said the company now hopes to capitalize on its affiliations with major portals to promote the new name, negating the need to build a brand name the way a consumer search service would. The new name, she said, connotes “a pathway or introduction” to a search service, rather than a destination for consumers.

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