Microsoft's Vibrant Rebrand of Security Division Offers Invigorating Refresher
Refreshing Rebrand for Microsoft Security: Breaking the Cyber Stereotypes
Microsoft is shaking up the cybersecurity industry with a bold new rebrand from creative studio Koto. Embracing a human-centric approach, the revamped identity halts the repetition of clichéd cybersecurity symbolism and sullen color palettes, delivering a breath of fresh air to digital protection design.
Following footsteps of exceptional rebrands throughout history, Microsoft Security's facelift comes with a strong sense of cohesion and a story told through visually striking elements. Slick motion design, clean typography, and an adaptive color palette create a dynamic design, standing out from the monotonous crowd.
Koto's designers silenced the noise of traditional security visuals, relying on fear-evoking shields, swords, and dark colors to communicate danger. Instead, they flipped that narrative, presenting security in a contemporary, reassuring, and proactive manner. "A significant challenge was to make security feel modern and relatable – rather than imposing an austere, distant vibe," notes Koto's creative director, Joe Ling.
The brand's visual system is punctuated by a dynamic scanning motif. This powerful symbol illuminates hidden threats, showcasing Microsoft's robust AI and deep threat intelligence capabilities. Koto's motion design brings this visual system to life in data visualizations, infographics, and other UI elements, creating a cohesive and immersive brand experience. The slow, methodical pace of the scan underscores the thorough process of Microsoft's tools, reinforcing a sense of authority in their expertise.
The rebrand asserts color as an ally in the design, embracing playfulness while upholding convention. Five adaptable pre-designed gradients make the visual identity feel curated and adaptable to various brand displays. Despite the increased use of dark mode on devices, the rebrand seamlessly transitions, ensuring visual harmony even with white or navy backgrounds.
The rebrand's typography maintains legibility and impact, selecting Segoe Sans Display Semilight for headlines to create a clean, modern look. As the scanning motif interacts with the typography, words and key messages are gradually revealed, contributing to the design's clarity and depth.
In the words of Ben Hermel, Microsoft's Creative Director, "Koto has truly outdone themselves with this new identity. We've managed to bring clarity and impact to a complex space, and we're thrilled about what the future holds for Microsoft Security." Koto's vision for the brand is to present Microsoft Security as an "ever-present force," working tirelessly in the background to protect people and organizations as they traverse the digital landscape.
Opting for a more accessible, comprehensive, and human-centric identity, Microsoft Security sheds the traditional shackles of restrictive cybersecurity imagery, welcoming users to embrace a more proactive and reassuring brand experience. Keep an eye out for Microsoft's 50th Anniversary campaign or the newly designed Microsoft Office logo for more innovative designs. Interested in showcasing standout branding? Enter the Brand Impact Awards today!
Source: Fast Company, Adweek]
- Koto's rebrand for Microsoft Security that breaks cybersecurity stereotypes includes a dynamic design with slick motion design, clean typography, and an adaptive color palette.
- The brand's visual system features a dynamic scanning motif that showcases Microsoft's AI and deep threat intelligence capabilities.
- The rebrand asserts color as an ally in the design, embracing playfulness while maintaining convention with five adaptable pre-designed gradients.
- Segoe Sans Display Semilight has been selected for headlines to create a clean, modern look, contributing to the design's clarity and depth.
- The rebrand is a bold step forward in branding, demonstrating a move towards a more accessible, comprehensive, and human-centric identity.
- The revamped identity offers a more proactive and reassuring brand experience, stepping away from traditional cybersecurity imagery.
- There's an opportunity to showcase standout branding by entering the Brand Impact Awards, with Microsoft's innovative designs, such as their 50th Anniversary campaign and the newly designed Microsoft Office logo, serving as examples.
