Pentagram recently designed the new branding for Dashlane, a cross-platform password manager and digital wallet application. The new look is a head-to-toe update for the decade-old company. The color scheme and animations nod towards the company's M.O. of protecting (and taking control of) users' online identity and the company's mission to fix the broken UX of the internet today, while visually mirroring the tension between identity and anonymity.
"Our old brand identity didn't quite reflect where we are going as a company," commented Dashlane CMO Joy Howard. "We wanted a clean, flexible system that reflects the clarity of our commitment to fix the UX of the internet. We help our customers reveal and conceal themselves and their data online; that idea turns into motion in our new identity system."
A single basic shape - nicknamed 'AroundRects' by the Dashlane team - form the basic building blocks of Dashlane's dynamic and versatile system. At first glance a simple isometric 2D shape reflecting the shape of smartphone screens and web forms, in motion the dimensionality of the shapes is revealed. Meanwhile, a dashes-and-lanes scrim pattern built from the wordmark's 'H' denotes barriers and forms that Dashlane itself spirits past. The 'Dashlane D,' the new logomark, is formed from these shapes in all iterations.