It Took a Decade, but LendingTree Is Finally Turning Over a New Leaf

And logo, after a lot of thinking about what a leaf means

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Thirteen months ago, when Brad Wilson took the CMO’s post at LendingTree, he recalls something an industry colleague blurted out: “The week I took the job, he said, ‘Mission One is to change the logo, right?’”

If the remark stung a little, it also barbed like the truth invariably does. After all, LendingTree, one of the relative few dot-com oldies to have made it safely to the age of Web 2.0, was looking decidedly Web 1.0. Even though the company that started in 1996 reworked its corporate badge for the first time in 2009, it was showing its age.

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