Symantec, the biggest software security company, decides to spin off a new company. The name had not been chosen. We knew it was likely to be called “VERITAS... something,” because Symantec bought a company called Veritas to pivot into an anti-virus and information management company. We anticipated the decision. The announcement was to come at the end of January. We were briefed in late October. Dun dun duuuuuuuuun.
AT THE TIME, our agency was made up of a small but mighty team:
An executive creative director
Two creative directors
Two brand strategists to define the brand
Two account managers for client communications
A production director to manage the project
Me, a senior designer who has never dealt with a corporate identity project of this magnitude
We brought in a typographer/designer to help with the project
We were looking for the new company’s voice. The “attitude” of the company was still to come. How did the employees feel about this spin off? Were they upset? Excited? Meh? We didn’t know.
A typical identity project includes:
The brand-spanking-new logo
The language surrounding the logo and brand
A new corporate color palette
Spiffy new typography family
Tight brand guidelines to protect the logo and brand
TO WHOM ARE WE SPEAKING?
First and foremost, we had to figure out who we were designing the logo for. The really fun part about this project was that the client was so excited. They felt like they were creating the new identity with us, which they were. There was such great energy coming from them, and the excitement of the client was quite contagious. The brand values and our design principles were forged:
Visibility: You can’t control what you can’t see. Seamless visibility into where the information resides across an entire organization is required
Agile: The days of big, heavy hardware are gone. The power resides in software and cloud services that keep information accessible and applications available
Clarity: Understanding how information is used, stored, and shared help organizations determine its true business value
We structured the brand around the idea of 'open.’ It’s what the company was all about—from how the company wanted to be with customers and its employees to how their products worked. They kept saying how they wanted to be true to the core of the company and its products. Being open explained everything.
We went through three rounds of research, two rounds of sketches, and eight reviews. After an exhaustive process, they chose this logo as the most appropriate and representative of their resurgent brand. The open features of the NASA worm along with the energy of the space program of the 60s resonated with the group, and thus, our executions became a 'throwback' style that echoed the energy of the time and the company.
After the successful announcement of the newly spun-off company, we went through each stage of branding development. We then designed their entire collateral system, stationery system, and the outdoor and office interior signages. We followed up with brand guidelines, and the company was launched successfully.
I made sure to stay focused throughout the entire process. It’s easy to get off-track and lose sight of what the brand identity should really represent. We made sure to remind ourselves of the key principles of what defined the world’s most iconic logos. Their traits were:
A good measure of a job well done is to hear the constant praises from our clients: how excited they were and how confident they felt. And I think we really felt the success of the rebranding when the clients became the voice of the brand and advocated for the company. They kept repeating, “The truth is back. THE TRUTH IS BACK.”