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New name, new style – DeepSign launches new corporate identity

Change is constant, especially in the world of digital security and identity management. CISPA-backed startup DeepSign, which provides authentication solutions, has found a new name and logo for its product line. In an interview at CISPA, founders Jannis Froese and Nils Vossebein explained how and why this came about.

Recently, there was an exciting glimpse into the launch of the corporate identity of DeepSign, now known as INVISID. A decision that not only changed the style, but also led to a better understanding of the actual product.

The story begins with the company DeepSign GmbH – a name that described the basic idea well, but caused trademark problems and raised questions about the actual product. The company worked hard because their product – a solution for user authentication based on behavioral data - deserved a name that not only sounded good, but was also precise and clear from a trademark perspective.

The solution? INVISID. A name that better describes the product offering while also carrying a deeper meaning. Why "INVISID"? Not only does it sound mysterious and cool, but it also reflects the idea of invisible authentication that the company stands for. The nerd factor here: "INVISID is also pronounced like 'inviscid' - fluid, effortless and completely frictionless, just like our solution," explains co-founder Nils Vossebein.

The next step was to add a mascot to the new name and logo: a meerkat. The idea came from the desire to make the logo more approachable. The meerkat was intended as an abstract symbol for cybersecurity – a watchdog at the entrance to the cave, keeping watch to protect the pack without being too conspicuous. However, the cute little animal received mixed reactions from the target audience. While the meerkat was well received in Europe, it turned out that many people outside of the continent had no connection to the animal, many simply didn't know it at all. The decision to move away from a mascot was supported by in-depth analysis and feedback from designers, who pointed out that a mascot would not always be perceived as serious, especially in the cybersecurity sector. The reaction from various circles, including the traditional German SME target group, led to a reflection on the seriousness of the representation and how the company was perceived by potential customers.

"I didn't expect us to abandon the logo so quickly, but it was half-baked and causing problems. There were also parts of the color scheme that didn't always provide good contrast."

Jannis Froese
Co-founder of DeepSign

The process of finding an identity was a long journey full of iterations, feedback loops and market research. In the end, the company found a final claim, "Motion is Key," that reflects the adaptive nature of its solutions and products.

With the new combination of brand name, logo and claim, INVISID now focuses on the core idea of its solution: the invisible identity for digital devices, an innovative idea based on the way people type and move their mouse. The core product is designed to build trust and provide continuous security without the overhead of multi-step authentication processes.

The development of this corporate identity demonstrates that identity customization is not a one-time event. Rather, it is part of a continuous process that is closely linked to product development and the changing target audience.

"In the beginning, the target audience was not clearly defined. Over time, the target audience has changed, along with the product and its strategy."

Nils Vossebein
Co-founder of DeepSign

The launch of INVISID's corporate identity is not just a change of name or style, but a step that underscores the company's maturity and clear direction for the future. While the company will continue to be called DeepSign, the name of the company's product line is now clear: INVISID – Motion is Key.