Microsoft Security has undergone a rebranding that emphasizes a human and modern approach to cyber protection. Moving away from conventional fear-based imagery, the new design—created by Koto—features a dynamic and vibrant aesthetic with clean typography and an adaptable color palette. The campaign, titled 'Beyond the Surface', aims to highlight the underlying mechanisms of Microsoft's advanced security technology. By focusing on a scanning motif, the brand seeks to portray security as a proactive force, instilling confidence without resorting to traditional dark and hostile imagery.
Traditionally, the security industry has leaned on visuals that evoke fear - shields, swords, and dark colours that communicate danger. Our challenge was to flip that narrative.
Microsoft Security’s new branding looks to present security in a way that feels modern, reassuring and proactive, thereby avoiding clichéd symbols and hostile stereotypes.
Collection
[
|
...
]