This is the new brand identity for Microsoft Security, a cybersecurity brand that Microsoft collaborated with Koto. This rebranding focuses on visually implementing a future-oriented philosophy that goes beyond simple threat response to proactively detect and prevent threats.
This identity boldly departs from the traditional security symbols of padlocks, shields, and dark colors, and shifts to a clear, confident, and vibrant visual language. Through this, Microsoft aims to convey the message that security should be an experience that users can trust and feel safe about.
The brand's core graphic system starts with the 'scanning effect'. This is an element inspired by image scanning technology, and it serves to detect hidden threats and visually reveal unseen dangers. Based on Microsoft's unique color palette, it adapts to various environments, emphasizes the importance of information, and increases immersion.
The typography is also noteworthy. It basically maintains Microsoft's signature font, but it is designed in a way that emphasizes keywords and guides the flow of the eyes by combining it with a scanning effect. It achieves both visual rhythm and the ability to convey information.
The UI and data visualization elements are also designed based on this system. Scanning mechanisms are applied throughout the interface to add depth to the information and express technical sophistication. Even simple data leads to interactive and unique user experiences.
This identity is applied consistently beyond digital to offline environments. The branding system radiates light and energy through various touchpoints such as indoor and outdoor exhibition spaces, product packaging, and printed materials, completing the brand narrative.
The Microsoft Commercial Brand Studio and Security team set out to present a new future for security branding that encompasses not just technical superiority but emotional trust. Microsoft is now defining security as not just a domain to protect, but an domain to be transparent and proactive.
