I say id-ay-oh, you say eye-dee-oh

We wanted a four-letter Internet domain name before they all went. I wanted it to be pronounceable. It became a challenge to go further and find a multi-syllabic combination of four letters. We found ideo.

It was intended to be abstract – meaningless. Only afterwards did it dawn that ideo is Spanish for "I think". How appropriate.

There is no connection with I.D.E.O. – the US design consultancy with, to my surprise, an office in London.

The logo was inspired by Tom Anderson who at some point described Bob as the free electron – moving among and enabling interaction between many parts of industry, academe and officialdom.

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