The Journey of OneLogin’s New Brand Identity

February 29th, 2016   /     /   company news

It’s with great excitement that OneLogin today revealed a new updated logomark and logotype. Our old logomark served us extremely well for the first six years of OneLogin’s existence and clearly exemplified our heritage as the leading provider of Single Sign-On (SSO) solutions. However, both our product solutions and customers have changed dramatically over time and we’ve expanded our focus around bringing speed and operational excellence to enterprises of all sizes.

In early 2016 we updated our company-wide goal: “To manage all identities and devices that touch enterprise data and allow organizations to execute in real time without compromising security.” As a natural evolution of that process, we’ve now updated both our logotype and logomark to better match our expanded messaging framework and signal where we’re headed as a company.

The main design principles center around a simple modern look representing our overall company philosophy whether in product or marketing execution - we always strive to keep everything we do as simple and easy as possible.

Starting today you’ll see our new logotype and logomark show up in every touchpoint people have with OneLogin - our website and product. Over the next quarter, most other assets - whether online or offline, or inside or outside OneLogin - will be updated.

Our design philosophy was centered around simplifying what we currently had. We’ve learned over the course of the last few years that having our logomark within our logotype did not strengthen our brand or make it more approachable. Rather, it created unnecessary noise and confusion. (For example, was it a lock or was it an “O”?)

Thus, the quest for a cleaner and more clear communication of our brand name began. An early and easy decision in the design process was made to keep the two logos separate.

Not only did our identity have to be legible at the favicon level (16x16 pixels), it also had to inspire confidence when used in large signage or when establishing a social media presence. The logomark needed to exude strength without being obnoxious or obtuse.

What followed next were hundreds of sketches, countless typographic tweaks and refinements by a world-renowned typographer (including multiple test animations and other explorations), and many rapid fire meetings. This process led to three options with the final, winning option becoming self-evident when viewed alongside each other. The evolution of the padlock into a very iconic turnkey lock within the logomark was OneLogin’s way of conceptually pushing beyond our initial SSO offering.

The true test of how beautifully functional this new logomark design was came down to the simple task of logging into our accounts. When opening a new tab to go to our website or the login screen, the logomark sits boldly in the tabs bar and is easily distinguishable, especially for those individuals who may have multiple tabs open at any given time. And when a user is signing on to access all their apps, our logotype sits reassuringly above the fields, strong (like our authentication), but not imposing. Even the one-time password (OTP) app icon stays on brand while communicating the impending authentication.

The design evolution journey has been rewarding for all of us. As OneLogin has grown and matured over the years, so too has our logomark, logotype and company brand. We hope you enjoy our new brand identity as much as we enjoyed creating it.

About the Author

James brings over 20 years of global marketing experience from large-scale technology enterprises, start-ups and now to OneLogin, with a history of combining the art and science of marketing to deliver brand presence that drives measurable results. His proven track record includes leading the marketing team for Intel’s communications business and overseeing global online marketing for Electronic Arts. A pioneer in disrupting existing business models, he delivered triple digit year over year growth in demand generation at SolarCity and engineered global growth for unified communications provider Avaya. Most recently, James was the acting CMO for Sitecore.

View all posts by James Smith