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Inkblot: Evernote CEO Phil Libin

By Mark Milian - 2013-06-19T00:41:52Z

Photograph by James Warwick

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Evernote chose an elephant for its logo because "an elephant never forgets." As the company expanded internationally, Libin discovered that the phrase wasn't obvious to everyone, especially those who don't speak English.

"I guess other people don't have that proverb," he said.

Fortunately, the mascot does make sense in China, which is now Evernote's fastest-growing market. A Chinese character in the name of the company's service there means both "memory" and "elephant," Libin said. The name was crowdsourced from a posting on the Chinese microblogging site Weibo.