Simspace

Redefining the visual language of an industry-leading cyber security platform

As one of the most comprehensive cyber security management platforms, Boston-based Simspace wanted a rebranding that reflected their approach of using network emulation, simulation and modeling tools to continuously stay on top of the current cybersecurity landscape. For One Red reached out to Skala with the task of evolving and further developing a logo based on a simple grid logotype, as part of their Redesign of the website.

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Skala_Simspace_4

In order to modernize the brand, we identified the need to steer it away from a security-only solution towards a more holistic, forward looking entity. Therefore, in addition to updating proportions, thicknesses and kerning, the form language was expanded to include an interplay of round and square forms which adequately reflects the speed and flexibility of Simspace’s services.

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Skala_Simspace_4
Skala_Simspace_4

This new logotype was then extended into a «S» logomark that makes use of the geometric type shapes, while including multilayered expressions that build the foundation of Simspace’s values and unique selling points.

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Skala_Simspace_4

The interplay between the geometric elements are used as a cornerstone of the visual language, allowing for the creation of additional sub-brands, patterns and basic visuals. Squares and circles are used as visualizations of simulated spaces, while arising frictions between the shape languages are used to create further visuals.

Skala_Simspace_4
Skala_Simspace_4
Skala_Simspace_4

Moving away from the business blue of their old brand, the new brand identity embraces a color scheme that is rooted deeply in hacker culture. Its color language is primarily based on dark gray and anthracite, which occasionally get broken up with highlights in striking neon orange, inspired by code bases and retro-futuristic user interfaces. To further the ideas of friction, adaptability and flexibility, the typeface «Everett» was chosen for marketing materials and products, while utilizing the open-source typeface «Inter» for the website.

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The new visual identity was carefully compiled in an over-all brand manual containing rules and detailed specifications for the use of the logotype, the color palette, the shape languages and typography, allowing for the client to easily carry out specific applications independently.

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