New LogRhythm — Jordan Engebreth

Background

In this section, we will take a close look at the evolution of LogRhythm's branding over the last four years. As a leading cybersecurity company known for its next-generation security intelligence and analytics solutions, LogRhythm's journey through branding changes offers valuable insights. We will analyze the strategies, challenges, and outcomes of each branding refresh, providing a comprehensive overview of the company's growth and evolution.

Branding History

LogRhythm has undergone several branding refreshes over the years to better align its brand identity with its evolving mission and values. The earliest branding elements featured a more traditional look and feel, with a focus on blue graphics, digital cyber visuals, and a traditional look.

In 2019, LogRhythm underwent a minor rebrand that introduced a more approachable look and feel, with friendly typography and an expanded color palette. This helped to establish LogRhythm as a leading cybersecurity brand, and set the stage for future branding updates.

Phase 1: Blue tech

The Challenge:

This was the branding of LogRhythm when I first joined the company in 2019. Everything was so, so blue. It had the same feel and imagery as every other cybersecurity company out there that featured cyber looking dots, basic imagery, and

Objective

LogRhythm requires a brand refresh to stand out in an increasingly saturated landscape. The timing is right for the company to reaffirm itself as the industry leader. With the launch of a new cloud-native platform, LogRhythm will move beyond the traditional cybersecurity systems of the past.

Our research into over 25 cybersecurity-related brands tells us the world of information security management can get complicated quickly. This is both a challenge and an opportunity. By simplifying the top-level brand story and focusing on outcomes, we can deliver a cohesive brand story and identity that stands apart in an industry known for dark screens and fear-based storytelling.