Opinion BY Armin

Eff you Viruses

Three years after its founding as Data Fellows in 1988, this Finnish company based in Helsinki launched its first antivirus product in 1991. Refining their products all through the decade, it changed its name to the more intimidating name of F-Secure and has become an important player in the development of computer and mobile device protection and antivirus products. This past September, it launched a new identity.

Other than this light blog post, there isn’t much information to go on but, what’s certain, is that the old superhero logo had to go, even more so when all big corporations are going with softer identities. And, in that regard, this logo is a success: instead of the harsh, pointy and dangerous corners of the old icon is a ribbon-like “F” that might as well be used to wrap the computer up in a pretty package and hand it to data miners; and instead of good ol’ Futura Extra Bold is a new, custom type family called F-Secure Sans that is described — in the identity guidelines [PDF] — as a “modern sans design, forward-looking but not futuristic, precise but not cold and geometric, consistent but not soulless,” aka soft and rounded.

The overall identity is actually not bad, it does have a nice feel to it but, at least for me, it’s hard to get past the awkwardness of the icon. It’s almost there but the way the ribbon curves does not feel natural. The way the top corners on the right are squared and the bottom rounded but both corners on the left side are rounded is too inconsistent and how the bottom part of the stem is drawn feels too forced. The logo looks rather nice in full color on top of the dark blue background but then you see the 1-color application and it looks clunky at best. The type family is nice, an interesting cross between Dax and Gill Sans that does elevate the whole project.

Thanks to Lauri Haavisto for the tip.

DATE: Oct.29.2009CATEGORY: Technology 68 COMMENTS

Julian Hrankov’s comment is:

I like it. As far as I know this was done by Muggie Ramadani.

On Oct.29.2009 at 07:28 AM

Alexandre Santos’s comment is:

Votorantim Feelings http://www.cidadedoslogos.com/images/news/redesenho_logo_votorantim.gif

On Oct.29.2009 at 07:34 AM

Sacha’s comment is:

I like it, but I felt the old logo was a better fit for an anti-virus, it was more threatening and the shield shape was more apparent. The new one feels like it's going to give those virus a hug.

It wouldn't feel out of place as a logo for a fabric softener..

On Oct.29.2009 at 07:37 AM

Nick’s comment is:

All in all, I think it works pretty well. Definitely a huge step forward. Though you loose a little bit in the flat versions, which of course is why gradients on a logo can be awkward.

The blue however I'm not too hot on. It seems just a touch too lavender. Perhaps that's just me though...

On Oct.29.2009 at 07:55 AM

abarro’s comment is:

it´s a shield

On Oct.29.2009 at 07:59 AM

Pamela’s comment is:

I love the wordmark!
I'm usually not too keen on the gradients, but I think I'll make an exception this time around. However, I'm not entirely sold on the feel of the graphic. Something about it feels odd. Perhaps its the shape, it looks like a guitar pick. I think the graphic needs a little more work, or perhaps the gradient is throwing me off. D:

On Oct.29.2009 at 07:59 AM

Dennis’s comment is:

Man, that icon looks awful in single color. In white, it looks like a cartoon mummy.

On Oct.29.2009 at 08:09 AM

Matt’s comment is:

I feel like it makes an OK logo. I think the gray application of the name doesn't fit well and I agree with Armin about the awkwardness of the mark itself. I'd give it a C+ or B- at best. (When in white without shading, a D-.)

On Oct.29.2009 at 08:16 AM

The Kernel’s comment is:

First thing I thought of was the Famous Footwear icon. http://www.famousfootwear.com/

On Oct.29.2009 at 08:35 AM

=David’s comment is:

I like the look of the typeface, although it looks like a slight Calibri ripoff. But the middle horizontal on the "F" ribbon shield doesn't do it for me. The arc coming down from the top doesn't continue to the descender, instead swinging to the right before hiding behind the horizontal. It just looks like a mistake, and should've been more finessed.

On Oct.29.2009 at 08:41 AM

Jonathan Carnehl’s comment is:

Reminds me of the facebook type.

On Oct.29.2009 at 08:43 AM

Crowley’s comment is:

does anyone else see Guitar pick?

On Oct.29.2009 at 09:13 AM

David B.’s comment is:

Thanks, Dennis.

On Oct.29.2009 at 09:39 AM

Carlo’s comment is:

Is the Facebook font going to spur an entire fad of chunky-slightly-shaved-sans-serif type now?

On Oct.29.2009 at 09:56 AM

G. Alex’s comment is:

Not so suggestive, although F-Secure needed a face-lift for a long time. And true: without gradients, it looses it's effects... pitty

On Oct.29.2009 at 10:02 AM

Ryan’s comment is:

What's secure about a ribbon?

On Oct.29.2009 at 10:06 AM

Josev’s comment is:

I think the icon is poorly drawn. The curves along the left side look clumsy and inconsistent with each other. It looks very amateur.

On Oct.29.2009 at 10:15 AM

sukisouk’s comment is:

All together quite nice design.

but

I also think the icon is a little strange – it wants to be too much different things, a F, a ribbon, a shield. It’s not so bad, but it does not please the eye either.

The font reminds me of Neo Sans.
http://www.linotype.com/de/156438/neosans-schriftfamilie.html

On Oct.29.2009 at 10:34 AM

Chris Rugen’s comment is:

This is a great step forward, but I agree completely with Armin about the mark. It could have been very interesting but it's trying too hard to fit a general trend (softer, friendlier) and losing site of the specific purpose (secure, strong). Also, the visual decisions in the details make it look amateurish-ly drawn, even though I don't believe it was. They disrupt the illusion of physicality and don't achieve their graphic goal. The spiral (I think) they were going for just doesn't seem necessary (or a good metaphor).

However, my biggest gripe is that the mark was made to feel physical, but they achieved it by with an open and insubstantial form. Doesn't say secure to me at all. I could nitpick the details, but this seems like the bigger issue.

That being said, they've made a real step forward with a more contemporary mark and have wisely chosen a custom typeface they can take ownership of. Hopefully they can step the mark forward again in the inevitable future redesign.

On Oct.29.2009 at 10:40 AM

jack’s comment is:

It's a tornado.

On Oct.29.2009 at 10:51 AM

Mr. Kim’s comment is:

This is crap.

It lacks soul, character and is poorly rendered. A lot of people think that people like Sagmeister and Carson are anti-design for breaking the rules... but to me stuff like this is anti-design.

This is the food equivalent of a Chicken McNugget. It doesn't get any more pedestrian.

On Oct.29.2009 at 11:16 AM

John Monroe’s comment is:

Mr. Kim and all the others. When I read the above comments - some are very good and constructive. Some of them are really lame and don´t belong here. It seems like it has taken the wrong path toward - one negative comment and suddenly everything is wrong

What about the whole strategy part behind creating this brand - I´ll bet my old hat that nobody has checked it that out. I´ll bet that there has been a lot thinking behind the execution and why it looks like this.

This is to you Mr. Kim - I´ve just seen your website and hmmmmmm.... I´m not impressed at all with the work that´s been done in your company - AT ALL!!

On Oct.29.2009 at 11:52 AM

Me’s comment is:

Reminds me of the old WAMU typeface

On Oct.29.2009 at 12:07 PM

Mike’s comment is:

I think this is great and very awesome. Well done

On Oct.29.2009 at 12:07 PM

Von K’s comment is:

I like the typeface, it's the best part of this identity IMO.

The mark, as many have already said, leaves a lot to be desired. Also, I'm wondering why they felt the need to include the "F-" in the logo. It feels clunky. This would probably be better if the mark was the F and it simply said "Secure" below.

On Oct.29.2009 at 12:13 PM

TMcK’s comment is:

I really like the typeface, it reminds me of Aller Sans a LOT. But I also happen to really like Aller Sans.

On Oct.29.2009 at 12:23 PM

rynot’s comment is:

it's nice enough, for me it falls flat (literally) in the b&w 1-color versions – i would have like to see more of the shape emulation attempted in 2D to add ribbon depth.
not sure how 'custom' the typeface is, it feels like a greatest hits mashup up flavor of the week sans.

On Oct.29.2009 at 12:38 PM

Steven Hoober’s comment is:

I like everything except the final vector shape. Like a LOT of stuff I have to clean up, it needs cleaning up. Some odd discontinuities in the shape, that make it not quite convincing.

I like how it works in 1 color. Points out how it's also a flat, shield shape still.

On Oct.29.2009 at 12:50 PM

Hearing Aids’s comment is:

I like it, it works for the identification and is easily recognizable.

On Oct.29.2009 at 02:23 PM

Andreas Lanjerud’s comment is:

I like it, but there's definitely something weird going on with that shape. It's almost right, but impossible to fold a ribbon like that which might be what's confusing about it.

Also, that capital S is not quite perfect, is it? It looks like it's a bit afraid, pulling back from the rest of the word. Oh well.

On Oct.29.2009 at 02:24 PM

Mr. Kim’s comment is:

John Monroe, you would win all your bets...

I have no doubt that there was a whole team that built this mark, with enough rationale and strategic BS to fill your typical PPT presentation. Despite the hours, the energy and the cost that was spent on this, it doesn't change what it is?

Dude, if you're the designer, don't take it personally. I'm not criticizing you or your company... only what I see here. We all have our share of bad work... and this one blows big time for the reasons I stated.

On Oct.29.2009 at 02:38 PM

Kris Sowersby’s comment is:

“modern sans design, forward-looking but not futuristic, precise but not cold and geometric, consistent but not soulless,” aka soft and rounded.

The typeface is Karbon, renamed for F-Secure. It was already in development when F-Secure & Muggie requested its completion. Karbon will soon be available for online sale via vllg.com. If you would like to purchase it before then, send an email to Chester at Village. Read about the design here.

I like the look of the typeface, although it looks like a slight Calibri ripoff

Do you mean the F-Secure logotype or the F-Secure fonts? You'll notice that they are quite different, apart from the superficial finish on the 'u' and 'r'. For the record, I drew the F-Secure logotype under the direction of Muggie. I didn't have any involvement with the shield. Either way, neither of the lettering styles bears any resemblance to Calibri. Perhaps you are thinking of something else?

Reminds me of the facebook type.

I'm not sure what you're thinking about, but the wonderful Klavika shares few similarities.

Reminds me of the old WAMU typeface

You are mostly correct. Karbon & Prokyon (the WaMu face) have the same finish, but much different skeletons & origins.

The font reminds me of Neo Sans.

If you mean the F-Secure logotype, then perhaps there is some similarity. Apart from that, I don't think so.

I really like the typeface, it reminds me of Aller Sans a LOT.

I am always interested in what similarities graphic designers 'see' in typefaces. However, the only things they share is the finish of 'a,d,p'u'.

not sure how 'custom' the typeface is, it feels like a greatest hits mashup up flavor of the week sans.

This is by far the most humorous comment so far! I love how people are utterly unrestrained in their off-the-cuff comments. If you care, Karbon has been in development for at least 3 years, and draws upon Gill Sans & Futura more than anything. Hardly 'flavours of the week'!

--K

On Oct.29.2009 at 03:22 PM

Muggie Ramadani’s comment is:

Kris, thanks a lot for clarifying the issues regarding the F-Secure font.

Dear all, I really appreciate all the comments. It is great to see that we all
see design individually. I will soon publish the whole case in a very detailed
description clarifying the development of the identity and hopefully answer
many of the questions on my Behance profile.

The development of this identity was a very challenging process - we had
to fight with a very short deadline. All the elements where developed within
3-4 months. One of the task was to "transform" F-secure from B-2-B towards
the consumer side. There where also a lot of request I had to keep under
consideration. The client wanted to maintain the blue color, the f and the shield.

Anyway, I will post a message when the case is ready. In the meantime fellow
designers, please keep up the good spirit and continue to create great design.

Kind regards
Muggie

On Oct.29.2009 at 04:27 PM

Derrick’s comment is:

@Kris: Well, I like the font. It does look somewhat like the current trends in typography, but it is classic enough to stay relevant for a long time. The Slab Stencil weights are especially awesome.

As for the logo, it is a HUGE update over the last one, but now it doesn't fit the company's line of work. Anti-virus companies' logos have the tough task of both being friendly enough to appeal to families and businesses AND conveying an image of toughness and security. Maybe if the rounded edges of the logo were hardened, it would accomplish both, but it's too heavy on the "friendly" now.

On Oct.29.2009 at 04:29 PM

Gareth Coxon - Dot Design’s comment is:

An improvement but feels alittle like the recent BarclayCard redesign

On Oct.29.2009 at 04:49 PM

Gary’s comment is:

Ha ha, I was about to say the face looks like a rip off of Karbon! Nice one Kris!

On Oct.29.2009 at 04:59 PM

tetra’s comment is:

I'm not criticizing you or your company..
- This is crap.
- It lacks soul, character and is poorly rendered..
- ..stuff like this is anti-design.
- This is the food equivalent of a Chicken McNugget.
- It doesn't get any more pedestrian.
- I have no doubt that there was a whole team that built this mark, with enough rationale and strategic BS to fill your typical PPT presentation.
- Despite the hours, the energy and the cost that was spent on this, it doesn't change what it is?
- .. this one blows big time.

Pretty sure that bit about the company BSing strategy and rationale to fill a PPT presentation is *exactly* a criticism of the firm. As far as the rest, none of them are even slightly constructive. There are lots of identities on this site that are atrocious. There are lots that deserve some of the crap flung at them.

That said, there are no identities on this site that deserve the descriptions you lumped together about this one. In all honesty, it isn't even bad. It's just basic.

And like John said, your company's work really doesn't show much itself. It's embarrassing enough watching people spew their own unfounded animosity around without it reflecting their business and anyone that might be associated with it.

Also thank you to Kris & Muggie for their input! Very helpful!

On Oct.29.2009 at 05:19 PM

DMAN’s comment is:

Tetra, what a great answer. Nobody deserves an attack like that. The work shown here is actually not bad at all. I like it

On Oct.29.2009 at 07:11 PM

shiftklick’s comment is:

Nice. I like it. The F icon could have been engineered and designed in CAD or other 3D software to make it look more convincing. I wonder how the icon would look in motion.

On Oct.29.2009 at 08:44 PM

Todd Zakk’s comment is:

A nice modern update for this logo. The previous logo looked like it was from the 90's too much.

On Oct.29.2009 at 11:18 PM

Muggie Ramadani’s comment is:

Anybody knows if it is possible to add a small jpg or animation to the comments.
I have an animation of the symbol I would like to share with you.

On Oct.30.2009 at 01:25 AM

binoygopal’s comment is:

no relation with brand character

On Oct.30.2009 at 01:31 AM

Durkadurka’s comment is:

Yes, I agree with some who've mentioned how poorly the shield has been drawn. It looks like it's been whipped up in CorelDraw by an 8 year old. Harsh, I know, but for christ's sake, doesn't anyone take any pride in the quality of their work anymore? This is just slack and lazy. I don't actually mind the icon, but with a LOT more finesse, it could look about 300 times better.

On Oct.30.2009 at 01:32 AM

Dale Harris’s comment is:

Now that is a beautiful typeface.

On Oct.30.2009 at 02:32 AM

Eli’s comment is:

Really nice to see how it works in black only. In my opinion: fine icon and quite fine type.

On Oct.30.2009 at 04:21 AM

Jason Laughlin’s comment is:

I don't know what to think about this. The typeface is quite lovely, the mark has issues that have already been stated. The execution is certainly professional and absolutely fits the software industry. And maybe that's the issue. It's just sort of blah. Perfectly fine, but not really remarkable. So, while formally this feels a ton better than the old stuff, all that really happened was they caught up with the rest of the crowd.

On Oct.30.2009 at 08:54 AM

tetra’s comment is:

Muggie, you can embed images in your response with HTML.

On Oct.30.2009 at 11:41 AM

Mr. Kim’s comment is:

tetra >> You are hilarious!

My comments are not any more or less constructive then many others posted here, ie; how is "I like it" any more constructive then what I said. At least I stated my reasons. The real issue is that you that you disagree with my directness. And for you to turn around and attack me via my company website demonstrates the "pot calling the kettle black." Unlike you, I'm not afraid to disclose who I am and what I do. If you really feel my work is bad, that's fine... I can deal with it.

Also, you are confused. Read more carefully and you'll realize that "BS strategy" is a criticism of the industry and the not people who worked on this particular mark. OBVIOUSLY, because most people can't know the back story behind this, so I repeat... my comment is about the result presented here in a forum for which it was set up for.

I suggest you stick to the topic at hand and not be so retaliatory just because you don't like my frankness. Do not try to make me conform to your approach by attacking mine. I stand by my review and if you don't like, please get over it.

On Oct.30.2009 at 12:13 PM

Mark’s comment is:

Is it alright to say I like neither of them?

Both of them are butt ugly.

It's a nice update, but man is that curved F ugly!

Glad that they chose a custom typeface though, it looks terrific.

On Oct.30.2009 at 12:33 PM

tetra’s comment is:

Mr. Kim,
I was hardly retaliating. There is frankness/forwardness/directness/honesty/blatancy or whatever terminology you want to brush your comments off as, and there is downright being an ass for no real reason other than being an ass. Like I said, nothing you were complaining about was constructive.

Not linking to the agency I work for is - in my opinion - a better tactic unless it were my own personal business. If you see that as me hiding and being afraid, you are most certainly fooling yourself. I'm proud of the company I work for and keep my comments anonymous out of respect for my fellow co-workers and clients.

The designer is commenting in the blog now and has gone over some of the reasons why it isn't a stronger re-brand and offering to show the logo in other contexts. Perhaps you should go make yourself some tea and calm down as I can't imagine why someone would get so upset over something like this.

Have a good day.

On Oct.30.2009 at 03:18 PM

Mr. Kim’s comment is:

tetra:

Oh, so now I'm an "ass"... we are resorting to name calling are we? The only reason you've singled me out for not being constructive is because you don't like my directness. Plain and simple. How I say it is different then what I say...

Better tactic for what? Anonymity has given you balls and that's about it. Upset...? Considering your the one calling me an "ass", criticizing my companies work out of spite, and your incoherent accusations pretty much speaks for itself. By the way the only work I've got up on our site is the criss crossing orange line logo (not the applications): "Business is relationships" (I'm quite proud of this one...) ^_^

Hmmm.... earl grey... ahhhh...

Speaking of ass, I thought you might get a kick out of this:

http://www.youtube.com/watch?v=4YBxeDN4tbk

Ha, ha... hilarious!! I can't stop watching this video!! And apparently... this guy is for real.

Okay, gotta go carve some pumpkins... It's been fun, and I mean that :^)

On Oct.30.2009 at 04:15 PM

LORCA’s comment is:

This has turned into a laughing stock. All these comments are worthless.
Absolutely worthless. There is nothing wrong with this work. Nothing at all.
It is like watching soccer on the tv, everybody thinks that they can do it better.

Comme on man, get a life.

On Oct.30.2009 at 05:00 PM

WilhelmR’s comment is:

Someone mentioned fabric softener, and it looks that's what they were aiming for. Obviously, their marketing team did a nice research and found that moms were the main target :)

F-Secure, feels-secure, fun-secure, fluff-secure, etc. :P

As for the logo, for me it's either gradient or nothing. The solid and 1-color variation really kills look.

And the type, what can i say

On Oct.30.2009 at 11:55 PM

DDESIGN’s comment is:

Awesome work. The identity looks really fresh and modern. We like it in our studio

On Oct.31.2009 at 04:27 AM

Glenn Sakamoto’s comment is:

A huge visual improvement over the original. However, the colors seem a bit conservative and dowdy.

On Nov.01.2009 at 07:14 AM

Racine personal injury lawyer’s comment is:

Think that it works really well. It's much more recognizable than before and also a has a little more to say for itself.

On Nov.02.2009 at 10:12 AM

Beheld’s comment is:

I think the old logo looked more threatening (when I first found out about the program and saw its logo I thought it looked under-designed hence some "crap hack junk").

The new one is like a blue orange peel.

The pdf link is more of a Visual identity guideline not a Brand guideline... Brand is not the logo, same as graphic design is not branding.

Don't get me wrong, I like the nice clean cut design of the new identity, but do you get the Brand feeling that this is a virus fighting company? Its F-Secure not F-Juice!

Looking past the fact that its design is inappropriate considering the Brand feeling, I must agree with comments above that the shield is poorly drawn, but the typo is great.

The identity is now on the same level as that of Symantec... was that the goal?
http://www.designerstalk.com/uploads/corpid/1_Brand_Guidelines.pdf

On Nov.02.2009 at 01:34 PM

Marko’s comment is:

The identity is an improvment and looks very pro. The symbol is very interesting and modern. The F-Secure sans is great and works really well together with the symbol.

Super nice work here. Congratualitions to the people involved in this project.

Hello from Milano

On Nov.02.2009 at 05:31 PM

shiftklick’s comment is:

Anonymous commenting can have adverse side effects http://ep.yimg.com/ca/I/yhst-34640480252896_2079_3789788

On Nov.02.2009 at 10:54 PM

tetra’s comment is:

Shift, I'm sure you'll find - continuously - that the opposite is true in this case. :)

On Nov.03.2009 at 07:03 PM

NYAPPLE’s comment is:

Woow, what an improvment. The symbol is amazing and very sophisticated.
The written font and the font used in the logo works so good together with the symbol. I really like that the font has a relation to the symbol.

Super nice work

On Nov.05.2009 at 03:02 AM

brandsimplicity’s comment is:

Muggie, looking forward to your behance post. Not totally sold on the blue tones yet.

On Nov.05.2009 at 04:25 PM

Valt1’s comment is:

This one is exactly same this [img=http://www.forco.org/images/fond-home.jpg]

On Nov.09.2009 at 08:41 AM

Valt1’s comment is:

This one is exactly same this [IMG]=http://www.forco.org/images/fond-home.jpg[/IMG]

On Nov.09.2009 at 08:43 AM

Levinson and Axelrod’s comment is:

Quite the improvement, love the new logo.

On Nov.09.2009 at 12:58 PM

IDentity’s comment is:

Absolutely great work here. Looking forward to see more.

On Nov.09.2009 at 06:09 PM

Rob’s comment is:

Nice, been waiting for this, great software, but old logo was so bad. It could be better but it is definitely a breath of fresh air.

On Nov.20.2009 at 05:54 PM

nintendo dsi r4’s comment is:

The improvement in the logo designs are awesome. I like the fact that they are professional and also simple.

On Dec.15.2009 at 12:59 AM