Panda Security is a Spanish software company, best known for its antivirus programmes. Founded in 1990 and still one one of the leading security software companies, it now also offers other computer security products. Last week, it launched a new corporate identity, created by Saffron Brand Consultants.
The brand essence is summed up as "simplexity", a word made up to convey how Panda takes complex problems and makes them easy to solve for the user. The visual system is built around abstract icons made up of simple shapes that portray Panda, viruses and other concepts. Saffron wanted to create a visual system that was both honest and simple.
A really nice brand video, showing the various visual assets created by Saffron:
"As online security has become one of the biggest fronts to fight, Panda has had the flexibility to offer simple and effective solutions to the most complex internet issues. This essence was captured in the brand idea of ‘Simplexity’, put plainly; taking complex problems and making them easy through constant innovation. Panda aims to meet its customers through carefree security services.
Going against the usual visual codes rather similar to washing powder, rat poison or super heroes to convey anti-virus solutions, Saffron created a visual identity to express the idea of transforming complexity into simplicity focusing on the solution instead of the problem. The design concept is pure, honest and direct. Playing on an imaginative perception of viruses, it gives an abstract but real threat a face, using an iconic and optimistic language that works across all touch points. The right tool to reboot the company in the year of its 25th anniversary." - Saffron