The majority of the industry skews towards blue hues with a few red outliers. It’s a pretty unimaginative space. Arcserve’s defense doesn’t cover only one facet of the cybersecurity world, so why should the brand?
Through market research, we selected a truly unique color palette to stand out from the competition. Ignoring the blues and teals, we created an unmistakable identity to serve an ingenious solution in data security. In an effort to allow more freedom in the color palette, we removed color from the logo. Leaving it with only black or white options. By limiting it to black or white, we were able to build the colorful brand expression around the logo.
Avoiding the cliché symbols of skulls, shields, and locks, we created a series of vibrant illustrations for brand storytelling messages. The layers of color within the illustrations reinforce the notion of multiple levels of defense that Arcserve provides.
Their digital experience makes up the largest footprint of their brand. Creating a perfect space to differentiate themselves from the competition. To help guide their team of designers through a flexible identity system, we created a series of components for future asset creation.