Last year we skipped April Fools as it landed on a Sunday and the four years before that we had done fake redesigns (Ford, Verizon, Dunkin Donuts, and Home Depot) so doing another one was simply not an option. Too repetitive and expected. What to do though? At least through the first couple of weeks of March I still had no idea. I had noticed Chrome's broken image icon earlier in the year, I filed it on my brain, and as I was trying to think of ideas it hit me that it would be funny to do a full-on design justification/presentation of the icon as a corporate identity logo. The fact that the icon was a real thing provided a new twist on our April Fools, so I didn't have to "prove" that it was real — the Quora question I referred to also helped cement this as fully plausible. Then it was just a matter of presenting it like any good brand consultancy would.