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New Name, Logo, and Identity for Entrust Datacard by Salt

New

Noted Feb. 18, 2015 by Armin

Industry / Corporate Tags /

About

Entrust Datacard is the new corporate name for the combined company of Datacard Group and Entrust.

“Consumers, citizens and employees increasingly expect anywhere-anytime experiences — whether they are making purchases, crossing borders, accessing e-gov services or logging onto corporate networks. Entrust Datacard offers the trusted identity and secure transaction technologies that make those experiences reliable and secure. Solutions range from the physical world of financial cards, passports and ID cards to the digital realm of authentication, certificates and secure communications. With more than 2,000 Entrust Datacard colleagues around the world, and a network of strong global partners, the company serves customers in 150 countries worldwide.”

Design by

Salt (San Francisco, CA)

Related links

Entrust Datacard press release

Relevant quote
The new identity for the combined businesses reflects the level of security and trust they create for their customers. Simple yet strong, the new icon depicts an abstract, but globally recognizable icon for protection. The additional three dimensional quality adds a nice layer of richness to the completeness of their solutions. Given the incredible importance of trust confidence in personal security, this is generally a very traditional category, but Entrust Datacard has stepped out of that a little with a bold use of purple as the primary color for the brand, helping to clearly separate them from the sea of blue competitors and signal their premium, leadership status.

Salt provided text

Images (opinion after)
New Name, Logo, and Identity for Entrust Datacard by Salt
Existing (and not-changing) business-to-business logos of the two separate products.
New Name, Logo, and Identity for Entrust Datacard by Salt
Logo detail.
New Name, Logo, and Identity for Entrust Datacard by Salt
Business card.
New Name, Logo, and Identity for Entrust Datacard by Salt
Brochure.
New Name, Logo, and Identity for Entrust Datacard by Salt
Tradeshow booth.
Corporate overview video. If you don’t fall asleep midway, there is a logo animation at the end. I would guess Salt did not produce the video.
Opinion

Whenever I see corporate hexagon logos I can't help but think of OmniCorp — that Entrust Datacard is about security, only enhances this association. The new logo is very corporate and not exactly exciting. The hexagon icon is kinda good; although perhaps it looks too much like a nut (of nut and bolt fame). The wordmark is pretty basic; very airy in its letterspacing. Overall, what you see is what you get — I would suggest taking the press release down a notch or two in terms of assigning meaning to the logo.

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