The launch of McAfee’s new corporate identity signaled the company’s renewed commitment to its values, strengths, and vision for success. An inviting and uplifting design system conveys the brand promise of liberating people from concerns about PC security.
McAfee engaged MetaDesign to create an identity that would communicate the company’s new brand positioning. The company also wanted to bring harmony to its global communications by extending this new identity to collateral, packaging systems, user interface design, and other key brand touchpoints.
The new corporate identity had to address several key business challenges. First, it had to undo the brand confusion produced by a hybrid logo that had resulted from a company merger. Second, it had to communicate the depth and breadth of McAfee’s offerings. Finally, the new identity had to clearly differentiate McAfee and its products.
MetaDesign used the logo as the basis for an identity system that would be unique to McAfee, yet also easy to adapt for different geographies and business units. This identity system is realized in a number of touchpoints, from business cards to data sheets, from company brochures to the Web. The identity system also increased efficiencies by providing a common visual and verbal framework for all McAfee communications, globally.
McAfee returned to MetaDesign to renew the design system for subsequent software releases. The changeover from point products to complete solutions is expressed in a new photography style that breaks free from the traditional clichés of the security software category.
The McAfee logotype conveys the brand position of Proven Security with clear, distinctive typography. The gap in the M suggests precision in the midst of strength, visually underscoring the brand message of Proven Security.
A key part of the McAfee visual language is the parallelogram grid, which derives from the stylized M of the logo.
The MetaDesign approach discarded the commonly-seen themes in the information security category, such as padlocks, shields, and medical diagnostic tools, to show ordinary human beings in relaxed poses. This human-centered approach to photography conveyed the desired lifestyle characteristics of the McAfee customer: secure and comfortable in the use of technology, knowing their identities (as shown visually by the absence of faces) have been protected.
A reportage style of photography was established to represent the innovation and expertise within McAfee. Coupled with a new typographic system, information is conveyed in a simple, direct, and brand-appropriate way.
McAfee approached MetaDesign to reinvigorate the packaging system to express the company’s mission: liberating consumers from worry about PC threats. Additionally, the changeover from point products to comprehensive solutions required an updated photography strategy that moved away from literal metaphors towards a more emotional connection to the audience.
“Our retail packaging is a highly visible sign of the McAfee brand to consumers around the world. The new design system brings our brand strategy to life at two of our most important touchpoints for consumers: the in-store and online shopping experience.”
Beth Martinez, Creative Director, McAfee