Edie Freedman

O’Reilly Media Inc., a technology publisher, with corporate offices in the heart of the Silicon Valley, utilizes pen and ink woodcut-style drawings of different animals on many of its books. It has been doing so for years, which has helped create greater worldwide recognition for its products. The company, a driving force behind the commercial Internet, Web 2.0, blogging and online book selling, has also perfected the use of brand identity. “Like so many things in life, the O’Reilly animal branding was a combination of luck, generosity and unexpected genius,” says Tim O’Reilly, founder and CEO of O’Reilly Media. “When we first began