TrustedSec Rebrand
How do you make a smiley face ownable and cohesive within a larger brand system all about trust and security? That was both our challenge and our most exciting task when taking on the TrustedSec logo. An easter egg from “Hackers,” TrustedSec’s eyepatch-clad logo, nicknamed Smiley, was so anti-corporation and so beloved, it was part of our strategy to retain it and elevate its use in the brand identity. Our strategic direction was nicknamed “The Sequel.”
First, we freed Smiley from the original logo lockup. Free to roam, Smiley could be creatively “hacked” while remaining true to strategic brand guidelines. Second, we updated the TrustedSec logotype to stand apart and stand alone. The logotype is inspired by bold production house logos and by IMAX. There is something climactic and epic about experiencing these brands; they create anticipation and don’t shy away from having authority. After searching through dozens of typefaces, we loved how ICA Rubrik carried itself and presented such a timeless feel for the brand.
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