The next chapter in our journey
Today marks an exciting milestone as we unveil Recorded Future’s refreshed brand identity and website – a transformation that reflects the next chapter in cybersecurity and threat intelligence. This evolution arrives at a pivotal moment when organizations face increasingly sophisticated threats that demand clarity, focus, and actionable insights.
The inspiration for this refresh became clear while walking the floors at cybersecurity conferences. Amid a sea of sameness – dark displays, matrix-like code animations, and ubiquitous hooded figures – the messaging blends together in an indistinguishable haze of technical jargon and vague promises.
For security leaders tasked with protecting their organizations, this uniformity creates a real challenge: how to identify what truly matters when everyone looks and sounds the same?
This observation became the catalyst for our brand refresh – not just as a marketing initiative, but as an authentic expression of how Recorded Future helps security professionals cut through overwhelming noise to focus on what’s essential.
Deconstructing our brand heritage.
This journey wasn’t about creating a new logo – Recorded Future already had a strong visual mark. Instead, we focused on building a comprehensive visual and verbal language that embodies clarity and precision. The deconstructed logo became an important aspect of our brand system, allowing us to create meaningful visual elements that connect our identity with the purpose that has been at the heart of our company since we were founded in 2009.
It also became a symbol of premium offering in the category. When we created patterns using deconstructed elements of the logo, we were struck by their beauty being reminiscent of Hermes scarves (another brand that is at the pinnacle of their category).
The process involved examining countless competitor websites, which blended together in a blur of undifferentiated, fear-based messaging. The question emerged: “Could our brand serve as an antidote to this confusion, bringing the same clarity to our marketing that our platform brings to threat intelligence?”
This approach transcended typical design exercises. It centered on authentically representing the value we provide. Our customers aren’t just buying software – they’re seeking confidence amid constant pressure and overwhelming data. They need a partner who understands their fundamental requirement: knowing which threats truly matter to their business.
Crafting our story. Finding our voice.
When drafting our brand narrative, the team read it aloud together to feel how the words resonated beyond how they appeared on paper. The opening lines captured our essence perfectly:
“In cybersecurity, your greatest fear isn’t the threats you see coming. It’s the critical signals that get lost in the noise.”
This became our north star, guiding the development of four pillars for our design system:
- Meaningful – Reinforcing what we stand for and the value we deliver to customers
- Bold – Being distinctive, confident, and immediately recognizable in a crowded marketplace
- Premium – Conveying the sophistication that positions us as the market leader in intelligence
- Helpful – Using design to help customers discover relevant content and navigate complex information
Visual distinction with purpose.
The introduction of vibrant electric blue serves as more than an aesthetic choice – it symbolizes our promise to illuminate what matters in a noisy threat landscape. Upon seeing it, CEO Christopher Ahlberg remarked, “Now that stands out,” confirming we were moving in the right direction.
Christopher’s guidance on our website proved equally valuable: “The most important thing is to build a website that is truly useful and engages customers in a way that there’s something they want to come back to.” This perspective drove our approach toward building a destination that delivers ongoing value, with particular emphasis on elevating the incredible content and thought leadership we provide – a significant differentiator for Recorded Future in the marketplace.
The website redesign presented an interesting challenge: balancing rich content with product and sales experiences. Years of building trust through intelligence research has established Recorded Future’s reputation for expertise.
Elevating this content became central to our strategy.
Our intelligence research demonstrates expertise, builds credibility, and provides tangible value to security professionals. The design needed to showcase this strength while making our insights more accessible and actionable.
Bringing our story to life – with AI and humanity.
The brand launch features a powerful video that tells the story of Recorded Future’s next chapter, created entirely using generative AI. This approach represents a meaningful parallel to our core work – using advanced AI to combat sophisticated cyber threats. Just as we harness AI to deliver precision Intelligence, we embraced AI-powered creativity to express our vision for the future of cybersecurity.
But what moves me most about this rebrand is the response from our people. Watching our teams getting excited about the new materials, hearing our intelligence analysts express how the new brand better reflects the sophistication of their work – these moments affirm that we’ve created something that resonates on a human level.
The Road Ahead
This refreshed identity helps us communicate with the same precision and clarity that our platform delivers, elevating our brand while making complex intelligence more accessible and actionable.
As cyber threats grow in complexity, our platform indexes vast sources of global data, using advanced machine learning and natural language processing to deliver timely, actionable intelligence. This empowers security teams to anticipate threats, understand adversaries’ tactics, and respond swiftly.
The threat landscape will continue to evolve, but our commitment remains steadfast: helping security teams know what matters most and act first. Our brand now expresses this promise in every interaction, from website visits to platform experiences.
This transformation achieves differentiation in the market while authentically embodying our core belief: in a world of overwhelming noise, precision and focus provide the ultimate protection.
As we begin this next chapter, the entire team deserves recognition for bringing this vision to life. This refresh isn’t merely about visual identity – it’s about helping our customers become more confident, more precise, and ultimately more secure.
Kalpana Singh is SVP of Marketing at Recorded Future, where she leads brand strategy and marketing initiatives. With a passion for connecting human needs with technological solutions, she has spearheaded the company’s brand evolution to better reflect its position as the best intelligence platform.
