(Est. 2009) “CloudFlare makes sites twice as fast, protects them from attacks, ensures they are always online, and makes it simple to add web apps with a single click. CloudFlare supercharges websites regardless of size or platform with no need to add hardware, install software, or change a line of code. The CloudFlare community gets stronger as it grows; every new site makes the network smarter and stronger. Thanks to our awesome sauce technology, more than 250 million people have experienced a faster, safer, better Internet. CloudFlare is based in San Francisco, California.”
So we redesigned our logo, we updated our typography, and we changed what had become a pesky capital “F” in the middle of our name. All to be more streamlined, more scalable, and, we hope, more appealing. […] So our new logo did two things: We kept our “Cloudflare orange and yellow” and we kept a flare in the center of it, to represent how our network responds to things in real-time in such a powerful way. We also kept the essential shapes of the cloud from our previous logo. This was our way of keeping what was good about the old logo, while updating what needed to be fixed. And that 2.0 thinking is what pushed our other redesign elements too.
Images (opinion after)
This is such a great evolution because Cloudflare is meant to give you a sense of security and piece of mind but the old logo was so rackety and cheap-looking that it did not instill that. We use the service and the first time our server manager suggested we used it, on the logo alone, I declined it because it didn't look like a trustworthy service. Eventually I read the fine print and it convinced me but, man, first impressions… especially for someone whose job is to critique first impressions. Anyway… the new logo keeps the equity of the cloud, literally, by keeping the same outer shape but then getting rid of all the digital muck and leaving a crisp cloud drawing with a new, integrated flare that works great in the shape. The typography is also an improvement, getting rid of the techie look of the old one in exchange for today's standard-issue geometric sans. The kerning on this one is a little difficult because of the "L"s and it could probably use a bit of tightening here and there but nothing tragic enough that would make any potential customer have the same reaction I had with the old one.
Thanks to Marcel Appelman for the tip.