Shining a Light on Our New Brand

Kasada was founded by Sam Crowther, a former red teamer, to do things differently. It was clear that an easy, effective way to stop automated threats hadn’t truly been solved. 

His idea remains just as true today as it did then. Otherwise people would have a fair chance at buying Taylor Swift tickets. Disinformation wouldn’t spread at-scale on Twitter. Data breaches like the credential stuffing attack at Chick-Fil-A wouldn’t have happened.

This isn’t surprising, as security products made by people that don’t know how to break defenses are destined to fail. Bad bots continue to wreak havoc on online businesses, cost them a lot of money, and break the biggest of brands.

We wanted to evolve our brand to something that’s as uniquely different as the approach Kasada takes to stopping automated threats. One that boldly challenges some seriously big ideas (ahem, CAPTCHA), by reimagining the norms that exist in our industry. One that exposes how easy it is for adversaries to evade traditional bot management tools. Because businesses deserve better.

We’re thrilled to share this evolution of the Kasada brand. It’s based on an eight month journey with our incredibly talented partners at Focus Lab and Torro Media. They’ve been working side-by-side with our amazing brand core team – (Alexa, Lucy, Tyrone, me) and marketing all-stars (Jon, Maddy, Sophie) – challenging assumptions and getting stuff done.

Let’s get into it!

 

New Core Narrative

First, we dug deep to identify what we do best, and is unique to us. To ensure we can live-up to our brand promise. We came to realize it is our unmatched understanding of the human minds behind automated threats. The way we understand threats, by looking at it from the other side of the keyboard. By blending the talents of red teamers and blue teamers, of people with diverse backgrounds and experiences. 

When you are able to see through automated threats – in the minds, motivations, and behaviors of bad actors – you understand how to beat them.

Identifying what we do best serves as the foundation for our core messaging.

Clear Purpose, Mission, and Vision

Our new purpose, mission, and vision helps to communicate our brand. Why do we exist as a company? How do we go about our work? What impact will our work have on the world?

We’re Kasada, ensuring the world benefits from a secure, trustworthy Internet. We envision an Internet transformed into a more authentic community, where each user is a real person, and where companies and customers can confidently engage and thrive. We seamlessly protect brands and their customers from automated attacks through our distinct advantage: expertise in the tools and human minds behind evolving threats.

Unique Differentiator

What sets us apart from the competition?

Kasada understands the people behind automated threats, resulting in a radical approach that makes our protection quick to evolve, difficult to evade, and invisible to customers.

Why do customers care?

Kasada frees you to grow your business, not defend it — we handle the bots. Our platform doesn’t fall behind attackers, which means enhanced protection that’s immediate and enduring. You see more revenue, lower operational costs, and boosted brand equity. Meanwhile, your customers experience seamless engagement, because they’re never bothered by CAPTCHAs and visual challenges.

 

New Visual Identity

We’ve revamped just about everything about our visual identity other than the company name and our guiding values: our logo, color palette, typography, and graphic elements are all new. Highlights include the following:

Logomark

 

Our new logomark is bold, savvy, and uniquely different. We see what others can’t and search where others have not thought to look. This mark symbolizes Kasada’s clever approach that shines a light on the darkest corners of the internet. The vigilant eye within means that threats — current and emerging — can’t hide, and bad bots don’t win. Framing the eye is a hand, representing the personal care and guidance Kasada gives its customers. Purposefully crafted to blend technical expertise with human understanding, Kasada is as unique as it is formidable. 

Logotype

 

 

The Kasada logotype is approachable while retaining savvy and human qualities. The lowercase stylization is friendly while maintaining curiosity.

 

Color Palette

 

 

Our color palette is deliberately challenging and savvy, just like Kasada. Primary and secondary accent colors paired together create a distinct look and distances us from the common and dull colors overused within our industry. The color choices work well for both normal and dark mode designs, and meet accessibility standards.

 

Graphic Library

Our new graphic library is a collection of styles and graphic assets that can be used and combined to create a bold, savvy, and clever Kasada brand. A few callouts include:

 

 

Light Patterns – used most often as backgrounds and to frame content like imagery and patterns. Helping to shine the light on the human minds, motivations and behaviors behind automated threats.

 

 

Abstract Illustrations – communicates high-level ideas and support content. Abstract sticks help to highlight the brokenness of traditional bot management tools.

 

 

Dynamic Mark – adds interest and dynamism to layouts and compositions. Reinforces the uniqueness and formidability that’s associated with our new logomark. 

 

All Together Now

Here’s an example of bringing numerous elements of our visual identity together:

 

 

Bot Detection: Isn’t it Ironic?

There’s great irony in how inhuman the bot detection industry has become. It’s wrong to knowingly sell products that aren’t effective. So we do things differently.

Our brand signals we will continue to always maintain the human qualities and expertise that we’ve come to be known for. We give customers a caring, insightful team, not just a tool. We hold ourselves accountable for stopping bots, so companies can focus on growing their businesses. For a company that battles bots, the actual relationships with Kasada are anything but bot-like – human relationships matter the most to us. They always will.

Our founder Sam embodies all things Kasada. His ability to see through automated threats. Passion for simple to use, yet effective security. Possession of the human qualities that embody us Kasadians. 

Here’s our new brand story which blends the genuineness of his founder story with the entirety of our communications work and messaging: About Us

Our new brand serves as a genuine reflection of what we’ve become as a company, and the experience you will have when interacting with Kasada – from the very first call to long-term mutually beneficial partnerships.

We hope you love the new Kasada brand and website as much as we do!

The post Shining a Light on Our New Brand appeared first on Kasada.

*** This is a Security Bloggers Network syndicated blog from Kasada authored by Neil Cohen. Read the original post at: https://www.kasada.io/shining-a-light-on-our-new-brand/