The Importance of Logo and Branding

Branding is critical for any business, but it is especially important for security products. In today's digital age, cyber threats are a constant concern for companies of all sizes. As a result, the market for SaaS security solutions is growing at an ever-increasing rate. In order to stand out in this crowded market, it is essential for these companies to establish a strong brand that communicates their value and expertise within the market. One of the most important benefits of branding is that it helps to build trust with potential customers.

When a company has a strong brand, it sends the message that they are a reputable and reliable business that can be trusted to handle all the needs of its clients. This is especially important when it comes to security products, as companies are entrusting their most sensitive information to these providers.

Solid branding can also help to differentiate a company from its competitors. With so many security providers on the market, it can be difficult for a company to stand out. By establishing a strong brand, a company can differentiate itself by highlighting its unique features and capabilities. This can help to attract potential customers who are looking for a specific solution or service.

Branding also promotes customer loyalty. When customers have a positive experience with a company's brand, they are more likely to continue doing business with that company in the future and recommend them within their professional network.

At Trustle, we decided it was time to “refresh” our logo to one that is more in alignment with our current ethos and market position. The process, while straightforward, involved several rounds of revision to update our visual identity.

Trustle logo

Some of the original concepts for the design started off as the terminal prompt symbol. While this idea is not breaking any molds it held true to what we started off doing with Trustle. By bridging the gap between Developers and Security teams and simplifying the tangled web that is access management from every angle.

Our name was born from the combination of the words “trust” and “trestle.”

The concept being we are that support structure for this bridge (trestle), and are the company you can trust to help manage and simplify your access management easily, efficiently, and securely.

After dropping the .io and continuously iterating on the product, we updated our messaging and use of our symbol to communicate more of a “greater than” symbol. To say that we not only will propel your company forward but that we stand above the competition.

We came to the conclusion it was time for a visual change to our logo. It didn’t reflect our current messaging and felt a little stale.

This is not an uncommon occurrence, as there several reasons why companies will decide to update their logos’ look and feel.

Here are three of the main reasons why companies may choose to rebrand or update their logos:

1. Keeping up with industry changes: Industries are constantly evolving, and companies must adapt to stay competitive. As industries change, so too do the preferences and expectations of customers. A company's logo should reflect the current state of the industry and the company's place within it. Rebranding or updating a logo can help a company stay relevant and appeal to a changing customer base.

2. Reflecting a change in company direction: Companies often go through changes in direction, whether it's a shift in focus or a change in leadership. These changes can have a significant impact on a company's identity and the message it wants to convey to customers. A rebrand or an updated logo can help a company align its visual identity with its new direction and communicate the change to current prospective customers.

3. Modernizing the brand: Over time, a company's logo may become dated and no longer effectively represents the company's values and identity. A modern, updated logo can help a company convey a sense of innovation and forward-thinking, and attract a new generation of customers.

Rebranding or updating a logo is a significant decision and requires careful consideration. It is important to understand the reasons behind the change and to ensure that the new branding accurately reflects the company's identity and goals. You don’t want to stray so far from the origin that the company becomes unrecognizable, but want to innovate enough to illustrate growth.

By rebranding or updating a logo, companies can stay relevant, appeal to new customers and align their visual identity with their mission, values, and direction.

To wrap things up, branding is an essential aspect of building any successful business. It helps to build trust with potential customers, differentiate a company from competitors, and increase customer loyalty. By investing in our branding, we at Trustle continue to strive toward meeting the needs and expectations of our ideal customer, and this in turn will ever increase our odds of success in a highly competitive market.

Ian portrait
Ian Shaw - UX/UI Designer and Branding Specialist | April 07, 2023