On the surface, it might sound like one of those amateurish conclusions a blogger might reach after having just read the press release: Symantec, a software company now mainly known for security products, acquires some assets from a non-competitor in order to get that company's logo. But in the deal between Symantec and VeriSign announced yesterday, there is no mistaking the fact that the antivirus products maker acquired, among other things, the single asset that just last week VeriSign argued was the ticket to its own future stability: quite literally, its own logo.
Up until yesterday, its name was the VeriSign Trust Seal. A big part of VeriSign's business had been the licensing of that logo to "trusted" Web sites whose security services pass VeriSign's test. So when online shoppers see that pixelated checkmark inside the circle, they conclude the site they're shopping on is safe...and they'll buy more.