It’s been rumored for a while now that Ask Jeeves will be getting rid of the butler who serves as their mascot as part of a major rebrand.

Ask.com CEO Barry Diller made it a little more official at a Goldman Sachs event today where he announced that the butler will soon be seeking other employment. Top of the agenda, Diller said, will be integrating Ask Jeeves into IAC’s other businesses.

Rob Frankel, an LA-based branding consultant, says that the butler is a vestige of the “playful, early days of the Internet” but said the search firm should hang on to its logo, one which many consumers are familiar.

SEO Book has the scoop.

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