Evolution into more adventurous design logo territory spawned the birth of second-generation design logo sites: interactive sites. Here a company's design logo hope was to mine data, with the intent that this information would help it better understand the consumer. This collection of design logo data would build a profile on a consumer and, in theory, provide the design logo company with a rich understanding of the consumer's lifestyle and spending habits. The hope was to benefit both the consumer and the design logo company. Usually this was accomplished by giving something to the consumer in exchange for filling out a brief customer design logo profile. Case in point: The New York Times gave free access to its online design logo to those who completed such a form. The form requested personal profile and asked permission to e-mail information that the design logo company thought might be relevant to the user. Once this was completed, the user had daily access to the design logo and the Times had a "cookie" (an informational retrieval) embedded in the user's computer. In theory, this cookie could provide a stream of design logo information, including following the consumer's online navigational history.
Attention was paid to the design logo experience, but only as it applied to the content of the product or design logo service offered. If a company had a fun product or design logo service, the experience was made more playful; more businesslike products or design logo services gave a more straightforward experience. Although a plethora of data was collected, many design logo companies did not know where to go with this information, where to store the ever-increasing supply being poured into their design logo system or how to use it.
What was emerging was an exploration into the user expectations and, in fact, into the way future design logo business would be conducted and branded. Great effort was taken to ensure that consistent design logo branding emerged between the content of the product or design logo service, but contextual branding was only hinted at.