Dashlane Visual Identity | Software Branding

How Dashlane's identity elevated their brand and reinforce their position.

February 3, 2021

This is part of a 5-piece case study on Dashlane. Be sure to check out the previous pieces and stay tuned for what's next.

Part I

Part II

In full transparency, I'm a huge fan of this rebrand, there will be some bias. No shame.

Back to business. Dashlane's previous brand identity was centered on a shield emblem featuring an impala leaping across. Apart from this mark, there wasn't a cohesive structure to their design language that made them recognizable.

Image Credit: Dashlane

According to their CMO, the old branding didn't reflect where they wanted to go as a company or the attitude they wanted to convey to their users. Dashlane was seeking something elevated, elegant, and premium. Without appearing hoity-toity.

They hired a global design agency, Pentagram, to lead a rebrand. The results didn't disappoint. Here are a couple photos from Pentagram's case study.

Image Credit: Under Consideration
Image Credit: Pentagram
Image Credit: Pentagram
Image Credit: Pentagram
Image Credit: Pentagram
Image Credit: Pentagram
Image Credit: Pentagram

The new branding focuses on a core concept of concealing and revealing. This is done by rooting it in a symbol (the slanted rectangle) that makes up the Dashlane "D."

When paired with an upgraded color palette, streamlined typography, classed-up icons, and a creative flex between all of them, their position as a premium internet security company is obvious. Yes, it looks clean and modern, but more importantly this brand helps distinguish Dashlane's position over competitors like LastPass.

This is speculation, but it seems like this new identity system helped streamline Dashlane's marketing as well. They use a limited color palette, two typefaces, and have a distinct grid system for their iconography. This allows for consistency between billboards, digital and print advertisements, ephemera, Dashlane's website, and even the product itself. Simplicity and safe-gaurds for their design team allow them to move faster and with grater peace of mind.

Coincidentally, that lines up with their mission of creating a safer and simpler life online for their users.

Parting thoughts:

Design a visual identity that can scale across every touchpoint a user will come into contact with. Your product, your site, ads, all of it.

Focus on conveying an emotion through color, shape, and type.

Be different from your competition. No one is going to mistake Dashlane green for LastPass red.

More you say?

Resurrection

If you're going to make a better brand, you must say goodbye to a piece of yourself.

1.27.2020

When training for an athletic event, we subject ourselves to pain in hopes of getting better. We strain our muscles to the point that cells begin to breakdown. Another way of thinking about this, is that a they die. However a new, stronger cell or group of cells takes its place.

Without the initial expiration of the first cell, the new ones can't exist.

The same goes for your brand. If you are going to change the way people feel about you, or at the very least continue to build and improve upon it, you must say goodbye to the parts that have grown weary.

Some examples of what this would look like:

Cutting services or offerings that don't align with your positioning.

Changing your name to better reflect your brand's character.

Refining the culture of your company to foster the brand.

Creating a unique identity that is totally different from the previous one.

Letting go of toxic people who don't align with your values.

Having the courage to throw it all away in the hopes of creating something greater.

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Demographics in Branding

Creating the foundation for a focused brand.

11.2.2020

Demographics are the first piece discussed in understanding who your target audience is. Mainly because they don't require as much critical thinking and are evident without much additional thought/analysis. Here is a list of the attributes that one would include in the demographics of their target audience:

  • Sex
  • Age
  • Geography
  • Marital Status
  • Education
  • Employment/Occupation

What purpose do these pieces of information help us solve in creating a brand? Well, the answer is quite simple: you are going to talk to people differently and through different mediums based on these answers. More importantly, knowing the demographics of this ideal superfan enables you to focus on who will be using your products/services.

Target One:

  • Sex: Female
  • Age: 34
  • Geography: Wichita, Kansas
  • Marital Status: Married with two kids
  • Education: Bachelor's in English Literature
  • Employment: Columnist for a local magazine / $80,000 per year

Target Two:

  • Sex: Female
  • Age: 23
  • Geography: Santa Monica, California
  • Marital Status: Single
  • Education: Bachelor's in Nursing
  • Employment: RN for local hospital / $66,000 per year

Even with these descriptions alone, it is clear that the lifestyles and day-to-day happenings in these persons' lives are going to be different. They will have different preferences, lifestyles, beliefs, cares, aspirations, etc. We start with these demographics because it allows us to put up the blinders to other groups that are not as important to the brand being created.

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