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mUmBRELLA is a shortened version of "everything under the media and marketing umbrella". This logo initially meant to be temporary as the site was starting. Although there were plans to put a design firm for a proper logo not long after launch, the Tahoma wordmark managed to stay for 8 years.
The new logo debuted on the 10th May, 2016 and accompanied the first full-scale redesign of the site in it's history.