Doppel

Cyber secu­ri­ty is an expan­sive indus­try that impacts many peo­ple; accord­ing­ly, Doppel’s tar­get audi­ences span every­one from infor­ma­tion secu­ri­ty pro­fes­sion­als to gen­er­al coun­sel and direc­tors of brand enforce­ment to heads of mar­ket­ing and community. 

A unique chal­lenge Dop­pel faced was its com­pet­i­tive land­scape. Often­times, a company’s com­peti­tors tend to blend in and have a lot of over­lap, visu­al­ly and design-wise, but that wasn’t the case with Doppel’s com­pe­ti­tion. Still, some pat­terns emerged. Com­pet­ing brands tend­ed to use all-caps logo­types and empha­sized word­mark-only lock­ups. And while they had vary­ing col­or palettes, they tend­ed to employ non-pre­mi­um fonts and a slew of sans serifs. 

To cre­ate a stronger base for dif­fer­en­ti­a­tion, the Dop­pel team iden­ti­fied three brand attrib­ut­es: Inno­v­a­tive, Mature, and Sophis­ti­cat­ed. From there, col­lab­o­rat­ing with Odi, the project team arrived at its Sin­gle Most Impor­tant Thing (SMIT) — the theme that would guide the brand’s devel­op­ment and serve as the cor­ner­stone for its dis­tinc­tion. Doppel’s SMIT: Authen­ti­cal­ly Advanced — a vibe that instant­ly com­mu­ni­cat­ed inno­va­tion and capa­bil­i­ty, and paired those qual­i­ties with a gen­uine desire to pro­tect our dig­i­tal world. 

In the spir­it of pro­tec­tion, Doppel’s logo­mark is named The War­den. Cir­cu­lar in nature, with lines that evince dynamism and the inter­sect­ing swirl of pro­tec­tion capa­bil­i­ties and tech­nolo­gies, the mark fea­tures a shield at its heart. 

The logo­type is set in SK-Mod­ernist font and uses title cas­ing; the lock­up con­sists of The War­den accom­pa­nied by the logo­type to its right. The font, with its mix of strong let­ter­forms and curves, con­veys con­sis­ten­cy, author­i­ty and security. 

SK-Mod­ernist serves as Doppel’s pri­ma­ry type­face. Sim­ple and leg­i­ble, the font is a work­horse. To add more notes of strength, Own­ers Wide — a wide set sans serif — accents sec­ondary head­lines. The com­bined effect of the fonts feels both tech-for­ward and trustworthy.

A mono­chro­mat­ic blue pri­ma­ry palette — fea­tur­ing cus­tom-named col­ors such as Ter­mi­nal, Cyber, and Cloud — was a sur­pris­ing option, as none of Doppel’s com­peti­tors had leaned into the sense of secu­ri­ty such a palette express­es. A sec­ondary palette that fea­tured bold and vibrant col­ors added pop and punch — the per­fect accents to high­light Doppel’s dynam­ic pro­tec­tion capabilities. 

Illus­tra­tion serves as the brand’s pri­ma­ry visu­al lan­guage ele­ment, with a style that uses sim­ple lines and shapes pieced togeth­er in col­lege-style com­po­si­tions. It’s a com­pelling and flex­i­ble way to tell a story. 

Also flex­i­ble is Doppel’s pat­tern work, a grid-based sys­tem that uses lines to cre­ate armored plat­ing and cir­cles to make riv­ets and fas­ten­ers — lit­er­al­ly pro­tec­tive ele­ments that evoke Doppel’s abil­i­ty to safe­guard its clients’ brands. 

What’s more excit­ing than build­ing a brand? Watch­ing it come alive on your web­site. Dop­pel enlist­ed the help of Odi’s Brand Sup­port team to do just that. From home­page schemes to blog posts, from indus­try and prod­uct pages to com­peti­tor com­par­isons, Doppel’s new brand took shape — and it was ready to take on any and all challengers.