SourceForge Inc. owns some highly trafficked sites for people who love tech. However, the company name and the audiences they represent often confused media buyers. Interbrand created a new brand idea for the company, 110% Pure Geek. This idea better articulates who the company is, their audience and their passion. A new name and identity were created to better reflect Geeknet as the online network created by geeks, for geeks. The Geeknet Octobot is inspired by Web site iconography and wire frames. His multiple arms will guide media buyers to where they can get access to Geeknet's tech-obsessed community.