Websense was an Austin-based Internet security company that provided web filtering and other services. Last year it was bought by defence contractor Raytheon, combined with similar assets and briefly renamed Raytheon|Websense. This month it was relaunched under the new name Forcepoint. The new name and identity was developed by Landor's San Francisco office.
The name should highlight the company's strength and focused approach. The brand's visual expression conveys "action, intelligence, and a heroic brand statement".
From a Landor press release (archive):
Forcepoint brings a fresh approach to the ever-evolving challenges of the cybersecurity industry. Through the combination of Websense, Raytheon Cyber Products, and the recently acquired Stonesoft (a next-generation firewall business), Forcepoint’s vision is to provide a unified cloud-centric platform to defend against attacks, detect suspicious activity sooner, and give the context needed to decide what actions to take to defeat attacks and stop data theft.
Landor helped develop the name Forcepoint to emphasize the company’s experience and financial strength combined with its relentless pursuit of creative solutions that pinpoint risk and safeguard what matters most to its customers. Landor also developed collateral template designs, a business system, signage system, experience and environmental designs, brand launch video, and brand guidelines showcasing a vibrant and bold color palette and an overall style that conveys action, intelligence, and a heroic brand statement.
“At Landor, we wanted to distinguish Forcepoint as a leader in its field for its ability to constantly adapt to evolving cybersecurity threats and aggressively meet those challenges head-on,” said Mark Frankel, executive creative director at Landor San Francisco.
“Landor has been a critical partner from day one,” said Neville Letzerich, CMO of Forcepoint. “The methodology they employed made the end-to-end process as smooth as possible and we are very pleased with the results.”