Abnormal
Abnormally Precise Protection.
Abnormal is the precision human behavior security engine protecting the modern enterprise from email attacks. With technology implemented by a significant number of Fortune 1000 companies, Abnormal was already a success story.
In need of a new brand to support its ambitious future, A LINE worked closely with the leadership team to develop a strategy and identity that established Abnormal as an unconventional technology company taking an uncommonly precise approach to solving the world's biggest cyber security challenges.
Client
Abnormal
Category
Cybersecurity
Credits
Services

Brand Strategy
Messaging & TOV
Brand Identity
Website Design & Development
3D Animation

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The cornerstone of the brand strategy and identity is the idea of precision - something inherent in the incredible accuracy of Abnormal’s core technology, and in the organization's total focus on customers’ needs. The platform’s ability to understand the nuances of human behavior - identifying and blocking anything that isn’t “known good” - puts people at the center, meaning that while competitors evoked danger and anxiety, Abnormal differentiates through a brand that feels approachable and human.
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To create a sense of precision we built the entire identity system on a grid. Designed to be used across imagery, illustrations, applications, animations, and iconography, the grid also represents the AI inherent in Abnormal’s technology - specifically how it provides a depth of insight into people’s behavior that would be impossible for an individual to do on their own.
"The new brand provides a highly differentiated brand experience for our customers and positions us as the best in class category leader. I’m super pleased with the result!"
<text-color-darkgrey>Doug Laird, CMO, Abnormal Security<text-color-darkgrey>