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Razorfish to rebrand Mouse’s Go.com site

Site to focus on entertainment, leisure

In its effort to rebrand its portal Go.com, Disney’s Go Network has tapped Web design powerhouse Razorfish to create a new look and feel and has hired ad agency Cliff Freeman & Partners to refocus and sell the site on entertainment and leisure content.

In its original incarnation, Go.com was conceived as an all-service information portal, offering users everything from a search engine to free e-mail.

The decision to change the focus of the Web site was made in January, just before Disney announced an operating loss of $82.6 million for Go.com’s fiscal first quarter.

Razorfish has provided edgy designs for the sites of such entertainment clients as BMG Entertainment, CBS, E! Online, Jim Henson Prods., MTV, Fox and Time Warner.

In its work for the Mouse House, Razorfish will most likely also create a new logo for Go.com, whose previous traffic light symbol was dropped after a lawsuit late last year between Disney and GoTo.com over the latter’s similar green and yellow logo.

(Marc Graser contributed to this report.)

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