About the brand
Overview
In this guide, we strive to lay out a robust, versatile, and flexible brand system that can fluidly adapt to different mediums, channels, and moods without sacrificing stylistic cohesion. The tools and assets in this guide should be viewed as building blocks that we can flex, layer and evolve to create new, living expressions of the Varonis brand.
Still, all the colors, textures, and imagery in the world are useless if we don't understand the brand identity itself. This page will outline the foundations behind our brand — who we are and the values that guide us as we express our brand to the world.
Our brand personality
A unique and assured sense of self and personality is key to a recognizable, beloved, and trusted brand, especially in the challenging cybersecurity world. Our brand personality is our north star — to build consistent, recognizable, and unique brand experiences, we need to understand who we are, what we value as a brand, and how we connect with audiences that share the same values.
Varonis in five words
While there are many layers to the Varonis brand personality, a succint "who we are" and "who we're not" checklist goes a long way in providing a foundation for deeper brand personality explorations.
The hero archetype
To help define our brand personality, we use the brand archetype model.
Brand archetypes are a time-tested model of distilling the most common human personality types into 12 relatable categories. When expressed intentionally, these archetypes can help you understand who and what a brand stands for.
So where do we fit?
It's all in our mission statement: We protect data.
We want you to look at Varonis and see a defender that’s got your back.
Everything about Varonis is laser-focused on making your data security mission easier, less manual, and more powerful. And we do it with grit, fearlessness, and relentless determination.
The foundational Varonis brand — our renowned customer success team, our incident response experts, and our constantly innovating product — has always embodied this mission.
So with that, we plant our flag right on the "hero" archetype.
Why it matters
We have used this archetype to guide creative decisions for many of the brand elements you'll find on this brand guide, from our bold, confident typography to our dynamic color mix to our Protector 22814 character. For flagship brand experiences, it's critical to relentlessly question ourselves: Are we consistently presenting a confident, purposeful, heroic brand — the powerful defender?
Want a deeper look?
Download out our personality guidelines below (Brandfolder credentials required).
Brand & creative values
As creatives, we strive to abide by the following values for all key brand experiences:
Be a defender — inspire hope, not fear.
With our hero persona, we're not looking to create FUD. Choose language and design solutions that evoke a sense of optimism. We’re here to make the world — and our customers’ lives — better.
Be bold.
Our brand is built around a "hero" identity — we can't be shy. We need to make space to explore creative ways to grow our brand. Share inspiration and try out new things! And avoid overused cybersecurity tropes, like "hackers in hoodies," "green code," etc., except when you’re having fun with them.
Be intentional.
Our brand is complex. We've intentionally built the system as a flexible toolkit than can adapt radically to different messages, moods, formats, and more, but this flexibility can open up opportunities for divergence and misuse. This means as designers, we need to be intentional about applying the brand components effectively to tell a concise, powerful, and impactful story.