LL Introduces “inSL”™

by Alphaville Herald on 29/03/08 at 5:15 pm

A striking new logo that supports the community and ensures platform stability

by Maximilian Proto, Department of Inner Beauty and Contemplation

Are you inSL™?

Long overdue and demanded by countless residents, Linden Lab introduced a new set of rules for residents and other people on the use of the company’s trademarks earlier this week. Much-lauded by numerous blogs, Linden Lab’s move highlights the company’s strong commitment to its customer base and is the latest in a series of strategic decisions to successfully ensure the future stagnation of its virtual world.

A cornerstone was the introduction of an astonishingly creative new logo that is already said to have a place among the masterpieces of commercial branding.

Replacing the iconic “eye-in-hand” that gained widespread recognition, the “inSL” logo consists in its basic form of an exciting mixture of white minuscule and majuscule letters forming the mysterious string “inSL” embraced by a puddle of vibrant teal.

The letters are complemented on the left by a dramatic angular white shape whose upper wing caressingly overarches the minuscule letters “in” – a careful arrangement that not only gives the sublime impression of a mother protecting its children but also serves as a playful yet archetypal reference to primitives, the building blocks of Second Life.

Pièce de résistance is the lower edge of the white area that impishly breaks the harmony of the rounded corner rectangle implying the power of imagination that is poised to leap beyond conventional boundaries into the unknown.

In short, a striking piece of elegance and transcendent beauty that will also help to tie community closer together.

Where in past the iconic “eye-in-hand” logo – often accompanied by the words “Second Life”– provided people with a direct mental association to SL, the new logo wittily disguises any direct connection with the virtual world. Not unlike a secret language of symbols or tribal codes the cryptic phrase “inSL” will only be understood by Second Life residents that already know Second Life and are visiting Second Life related websites to learn more about Second Life. On the other hand, people that were previously provoked by the careless promotion of countless blogging residents to take a look at SL, will now less likely inclined to do so.

As such, the new trademark policy will help all of us to enjoy a Second Life with a stabilizing number of active users.

This will give all current residents the chance to better explore the existing world in all its beauty without being distracted by a large influx of new ideas and preserve the world as we know it. Over time, this could also ease the tormenting pressure of creators to develop confusing amounts of new content and give them more time to relax by looking in admiring awe and deep contemplation at the new “inSL” logo.

20 Responses to “LL Introduces “inSL”™”

  1. G.Wendt

    Mar 29th, 2008

    Nice Faux praise of this, and of course LL said that they would adress concerns about it and have not yet despite widespread criticism of it. I guess de-Nile isn’t just a river in Egypt.

  2. urizenus

    Mar 29th, 2008

    That description was so zen! I haven’t felt this refreshed since I gave up meditation for steak and martini lunches at Ruth’s Chris Steakhouse.

  3. Espresso Saarinen

    Mar 29th, 2008

    we are directors and managers of unmentionable life ballet. we can not log on to unmentionable life because we can not agree to the new tos (has anyone read the new or even old dos? a pretty aggressive document). despite sending email to the labs’ riaa-refugee lawyers, no response.

    rather poor planning to do this without any consultation or socialization with the customers. unmentionable life is supposedly built on the backs of resident generated content. get an effing clue!

  4. Val Kendal

    Mar 29th, 2008

    F-ing brilliant! Amid all the understandable and righteous concern about the trademark issues, the fact that the new logo is *completely* dull, uninspired and lamely corporate has been lost. Thanks.

  5. pixeleen mistral

    Mar 29th, 2008

    @Espresso Saarinen: we can not log on to unmentionable life because we can not agree to the new tos

    I know exactly what you mean about the new TOS.

    I gritted my teeth and clicked “agree” while crossing my fingers. I mean, I vehemently disagree but I had no choice – I had to get in-world to protect my land group’s assets by placing two sims (Sanchon and Jinsil) on sale — the RPM property group had an emergency board meeting this morning and agreed that the Lab’s current course of action is not in our best interests — time to beat the rush and liquidate ahead of the crowd.

    So I did log in, but I drew some small comfort from the realization that the TOS is (at least in my case) seems to be a contract of adhesion, and so may be invalid – see http://dictionary.law.com/definition2.asp?selected=2325.

    Anyway, Espresso if this all goes south you still have my e-mail – so stay in touch, k?

  6. Prokofy Neva

    Mar 29th, 2008

    Is that a cube there? Or is it a panel door opening and nudging people out? You know, like those hatches that Dave kept opening up on HAL, and HAL would say…stop…Dave…will you stop…Stop…Dave…

  7. Szentasha Salome

    Mar 29th, 2008

    I’m not sure I can agree with the author of this article.

    I think the new logo sucks monkeys.

  8. Dr. Internet

    Mar 29th, 2008

    Hrmm, how many times have we heard this bullshit before?

    oh right, several in the last few months.

    platform stability my ass. This is why I dont even play anymore. I’m more amused by others’ reactions to this shitty company’s piss poor decision making, and how much it affects their boring e-lives! SL isnt the future and you should never bank on it, or involve yourself in it more than you would a normal videogame. (aka, you have your fun, then get out.)

    If you want a 3D internet, wait until everyone can run their own Metaverse. Not just one entity. This is what happens when you rely on just one entity for everything.

  9. Myrrh Massiel

    Mar 29th, 2008

    …pixie too, now?..i may only peek in every once in a while, but that doesn’t make the attrition any less saddening…

  10. Lewis Nerd

    Mar 30th, 2008

    So when’s the Herald changing its name to get around these new rules?

  11. Plot Tracer

    Mar 30th, 2008


    Read our open letter to the Lindens on this and on freedom in web 2.0.


  12. Nacon

    Mar 30th, 2008

    In other words…. you’re fucked.

  13. Dana

    Mar 30th, 2008

    What a wonderful witty description – honestly I can’t stop laughing specially at those that can’t read sarcasm when it smacks them in the face LOL
    I am wondering if the newspapers and bloggers affected by the new rules can jointly do something? I am open to suggestions and conversation on the matter – apart from going underground or re-branding I don’t see what else can be done.
    Hopefully the coming press release from Linden Lab® will help to clear matters up as no-one seems to be answering specific inquiries.
    Main examples that come to mind, apart from ourself – sl-newspaper.com, The second life herald, SLprofiles, SLeXchange, SLreports, SLpulse, The Second Life Grid Grind,Second Life News Network to name just a few!

  14. Lucien Godenot

    Mar 30th, 2008

    Bwaha! I wait for these satirical posts, like that other one a while ago about a Linden staffer’s avatar hair being stuck inworld.

  15. Dusan Writer

    Mar 30th, 2008

    Hahaha brilliant. Far more pointed than my own take. (And thanks for the link, my problem isn’t with how they need to protect the brand, it’s how they’ve handled it and that the inSL logo sucks.

  16. DinkyHockerShootsSmack!

    Mar 30th, 2008

    Second Wife sucks.

  17. MachineCode

    Apr 1st, 2008

    Linden Lab’s ineptitude in marketing should have been a clue to all of you that using “Second Life ___Whatever___” as the basis of your site would eventually prompt them to do something outrageously stupid like this.

    You have all been trolled by Lindenfags. I lol at your misfortune.

  18. Ffrederick Effingham

    Apr 2nd, 2008

    If I have the logo tattoed on my butt, will I be sued?

    Mass disobedience is the only way to deal with this nonsense, we should use the logo everywhere and on everything.

  19. Plot Tracer

    Apr 2nd, 2008

    Watch our blog for things you can take part in/ do about the TOS. http://www.slleftunity.com

    Email me if you would like to become involved. Plottracer@googlemail.com

  20. Ffrederick Effingham

    Apr 3rd, 2008

    I thought I’d see how some serious players handled this sort of thing, here’s Sun’s Trade Mark policy:


    Scroll down to where they talk about user groups and magazines. Java User Group or Java Magazine are okay with them, so Second Life Magazine (or Second Life Herald) should be equally okay if LL are being fair about it. Linden Lab Magazine probably wouldn’t be, but I’m not sure at this point…

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