Most anti-virus programs play on consumers’ natural anxiety over identity theft, password protection, and hacking. When Conran Design Group was brought on-board to create an identity for Clario, a new subscription-based cybersecurity service that launched in June 2020, the design team saw an opportunity to disrupt the category.
“[We wanted] to reinvent the role that a brand could play in securing our digital life,” says Conran executive creative director Lee Hoddy. “Most of the competition trades on our fears [with] language and semiotics [...] adding to the complexity, creating fear and anxiety. Clario is different.”
Starting with the name Clario, the design team stressed the clear and intuitive nature of the product. From a release describing the project: “The logo is similarly open and approachable, its informal tone reinforced by the use of a lowercase typeface and a split dot that links the ‘i’ in Clario to the full stop that completes the logo—playfully communicating human connectivity. The typeface utilizes a fresh, ‘digital’ color palette of blues and greens that feel modern whilst maintaining an aura of reliability and trustworthiness. All of this is anchored by an increased focus on a direct and down-to-earth use of language, dispensing with security jargon and returning the focus to the person on the other side of the software.”