The old logo was created by lead designer Elliot Loh before the July 2003 launch. As it was explained to me, the new logo was supposed to evoke the half-tone look of newsprint, thereby suggesting a connection in the viewer's mind between Tribe.net and printed classified listings.

Additionally, there are different logo treatments (large format only) which reveal that the dots comprising the logo are individual photos of actual Tribe.net members. (My contribution: insisting that the company secure signed individual release forms for this purpose.)

For an example, check out the large vinyl billboard on the side of the Tribe.net building at 15th & Utah.