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Web 2.0-style logos frequently feature a wet floor effect.

Wet floor effect is a graphic effects technique popular in conjunction Web 2.0 style pages, particularly in logos. The effect can be done manually or an auxiliary tool can be installed to create the effect automatically. Unlike a standard "reflection" (and the Java "water" effect popular in first-generation web graphics), the wet floor effect involves a gradient and often a slant in the reflection, so that the mirrored image appears to be hovering over or resting on a "wet floor".

The term was apparently coined by Nathan Steiner for Twinsparc in October 2005. Initially popularised by Apple Computer in the early 2000s, the style is popular on sites which appeal to a modern young-adult culture such as Flickr and Digg.

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