We like to say, “We see the world of cybersecurity differently,” and that permeates through to our design and brand decisions. This guide codifies the creative values that drive us, the brand components that define us, and the principles for applying them consistently and intentionally.
Our creative values
Embrace the future.
We want people to look at Varonis and think, “I’m stepping into the future." Varonis doesn’t look like other B2B companies, because we aren’t like other B2B companies. Our design solutions should inspire and prime our audience to expect incredible things from our people and our technology.
We love this mantra: “As simple as possible, and no simpler.” We want to tell the story thoroughly but succintly. Ask yourself — rigorously and constantly — whether elements are helping the story or just adding clutter.
But don’t be boring.
Brand consistency is important, but stagnation is a drag. We need to make space to explore creative ways to grow our brand. Share inspiration and try out new things! And avoid overused cybersecurity tropes, like "hackers in hoodies," "green code," etc., except when you’re having fun with them.
Inspire hope, not fear.
No FUD here. Choose visuals and design solutions that evoke a sense of optimism. We’re here to make the world — and our customers’ lives — better. Use the color red sparingly and intentionally.
Content should be engaging, not daunting. Use generous white space to create breathing room between blocks of content and elements. Be thoughtful about information hierarchy and speak up if there’s too much content to create an effective design.
Focus on the user (experience).
Keep strong typography and visual hierarchy at the forefront of your mind. Be forever conscious of our end user — how would they use, read, or interpret this design? When and where? Why?
Surprise and delight.
Have fun! Think about what makes you tick and keeps you engaged as someone who (presumably, hopefully) engages with content. Use color and layout changes selectively but intentionally to “surprise” and reengage the user throughout long form-content.