Putting cyber security in motion
Delinea
Office: New York
When Thycotic and Centrify merged to become Delinea, they became one of the largest cyber security companies in the world. The net-new company uses its foundation in Privileged Access Management (PAM) to enable Fortune 100 companies and start-ups alike to seamlessly integrate sophisticated and nuanced security measures that easily adapts to every member inside and outside of an organization–so you only see what you should.
Our role was to help this new brand discover an alternative approach to the cyber security category. One that pushed away from the inherent complexity and binary “yes/no” industry standards of access, and instead focused on seamless, clear, and nimble solutions.
After immersion into the world of cyber security and extensive research with stakeholders, customers, and IT professionals, we unanimously heard that the best cyber security isn’t the most complex solution, it’s the one that’s the most seamless to implement and flexible for every user.
The landscape of data and access isn’t a binary “on-off” switch, it’s in constant motion; so we knew the brand would have to be as flexible as the best security to shift perceptions of the category.
The resulting brand evolved from treating that invisible wall of complex security as simple lines–called “Sequences”–as a symbol for Delinea’s PAM solution, connecting its monogram, wordmark, typography, and digital presence.
Each Sequence steps from thick to thin to act as the layer of security between what users do and do not have access to. Within the simple visual form, a new flexible language for cyber security was created.
The Interbrand team worked collaboratively with us to crystalize our unique points of differentiation and capture our essence. With their guidance, we built Delinea into a stand-out brand in our industry, with a clear ambition and a purpose that guides our decision-making.”
Art Gilliland, CEO, Delinea
Delinea is a true cybersecurity giant that will define the future of the industry. Our role was to help define what access will mean in the future. The Delinea brand reflects how privilege will constantly change and adapt in real time.”
Oliver Maltby, Executive Creative Director, Interbrand
