Duo Security

📋 1 Guidelines

🔗 Connections

Sector

Cybersecurity Software

Region

Usa

Guideline Year

2017

Language

English

Tags

Technology

Official Websites

Brand Guidelines

2017

Brand Summary

Mission
  • Our mission is to protect your mission. Duo protects organizations by verifying the identity of their users and the security health of their devices before granting access to the applications they need [^1].
Core Values
  • trust
  • simplicity
  • empathy
  • integrity
  • critical thinking
  • creative problem solving
  • confidence
  • collaboration
  • deliberate
  • meaningful
  • usable
  • opinionated
  • playful
  • sophisticated
  • intuitive
  • clever
Target Audience
  • Duo’s target audience includes end users (represented by personas like ‘Eve’), IT admins, CISOs, and help desk specialists. The brand focuses on real people who interact with and depend on Duo, prioritizing their unique missions and needs [^2].
Personality Traits
  • respectful
  • thoughtful
  • deliberate
  • trusted advisor
  • easy to work with
  • collaborative
  • helpful
  • playful
  • sophisticated
  • usable
  • opinionated
  • meaningful
  • intuitive
  • clever
Visual Identity Overview
  • Duo’s visual identity is modern, geometric, and rhythmic, emphasizing repetition and variation within a cohesive color scheme of greens and blues. The brand uses simple, positive, and intuitive color palettes, minimalistic layouts, clear space around elements, and stroke-based iconography. Photography and illustrations focus on real people, authentic scenarios, and stylized vector art, avoiding industry clichés [^3].

Categories

Brand Voice
  • We are humans – good ones at that. From the way we work hard to build a strong product to how we speak, we are respectful, thoughtful and deliberate. We help when needed and explain until there is understanding. This is part of what makes each and every person at Duo a trusted advisor.
  • This has a lot to do with how we do things and the way we do business. From nurturing prospects without scare tactics, to collaborative internal teams working to improve our product. We’re easy to work with from first contact through deployment and beyond.
  • Trust is strengthed by simplicity, empathy and integrity.
  • Together, these principles inform everything we do.
  • Being the Most Loved Company in Security is rooted in never preying on fear to persuade. Instead, we’re always looking to cultivate confidence and reinforce trust.
  • We aren’t evil-we’re most loved. We don’t use fear to sell Trusted Access-we convey empathy.
  • Better Jo Simple !seg Playful us!pl!4O Sophisticated euo Usable peojg Opinionated sjoussy Meaningful pa!uuoD Deliberate pi6!] Intuitive a!eN Clever Gnus
Brand Imagery
  • We never show bad guys wearing hoodies or ski masks, plucking binary code from a screen with tweezers.
  • We show real people being people focused on their work and enjoying life, unbothered by security.
  • We use brand photography to show the real-life byproduct of using Duo, people getting work done in the office, working from home or logging in remotely. They aren’t concerned about breaches or security matters because they know Duo’s keeping them safe. This could be an IT admin sleeping in on Sunday morning or the CISO going out to dinner with her husband.
  • This is where we show Duo in use, on a device. In some cases, we show a user authenticating. In other scenarios, we show the Duo Admin Panel. As two very different aspects of a product shot, it’s important to make sure we’re telling the right part of the story. Make sure that the image suits the message and the intended audience.
  • Sometimes we use duotones to help customize an image and make it more special, more Duo-like. We use this graphic treatment for special occasions, like covers or chapter headings.
  • In graphic design, a duotone is an image composed of two colors. Our duotones are composed of Duo green (#66dbf4e) and Duo navy (#363f44).
Color Palette
  • Duo has a simple, positive and intuitive color palette. The core color palette focuses on clarity and utility. Generally speaking, we stick to our green and blue.
  • Duo avoids fear-mongering red and black that is ubiquitous among the security industry. The majority of the Duo user experience is authenticating, using the green “approve” button in our mobile app. We align the company’s appearance with the same “green means go” sense of trust and approval. That’s why we sparingly use red or the secondary colors.
  • Pantone 360 C Pantone 432 C aaesd C75 M61 Y57 K45 @sis7d R54 G63 B68 ass@ #363F44
  • Pantone 7738 C Pantone 2033 C Pantone 7758 C Pantone 7688 C C72 M14 Y100 K1 C10 M89 Y83 K2 C11M19 Y99 KO C75 M27 Y0 K0 R84 G160B69 R214G66B59 R230 G196 B34 R38 G152 B212 #54A045 #D6423B #E6C422 #2698D4
  • In graphic design, a duotone is an image composed of two colors. Our duotones are composed of Duo green (#66dbf4e) and Duo navy (#363f44).
Typography
  • The Duo typeface is Neue Haas Grotesk.
  • Designed in 1957 by Edward Hoffman and Max Miedinger, Neue Haas Grotesk is a utilitarian and modern sans serif typeface. It’s a delightful visual expression of simplicity and ease of use – a perfect fit for Duo.
Logo Usage
  • Basically, don’t mess with the logo. There are times when we use creative license with the logo, but please leave that to the creative department. Otherwise, no squishing, changing color, tilting, and no drop shadows -gah! Please leave clear space around the logo. It needs room to breathe, so don’t suffocate it with a wall of text. The logotype no longer requires the surrounding circle. Please respect the logo by following the rules. If you need help, feel free to shoot a message to creative@duo.com.
  • Give it space to breathe. The importance of clear space around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more space around the logo, the better.
  • Keep your content off the logo. It’s bad form for elements on a page to compete for attention -especially in a presentation deck. Please use care when placing diagrams, images and animated GIFs into a presentation. Also, while we are all for infusing personal flavor into emails, documents and presentations, please make sure the images are in good taste and positioned properly.
  • PLACEMENT The brandmark position on a document should be no less than one “D” height from the edge of the document. The size of the brandmark should be no less than the size of five “Duos” set across the width of the document.
Tone And Messaging
  • We are humans – good ones at that. From the way we work hard to build a strong product to how we speak, we are respectful, thoughtful and deliberate. We help when needed and explain until there is understanding. This is part of what makes each and every person at Duo a trusted advisor.
  • From nurturing prospects without scare tactics, to collaborative internal teams working to improve our product. We’re easy to work with from first contact through deployment and beyond.
  • Trust is strengthed by simplicity, empathy and integrity.
  • Being the Most Loved Company in Security is rooted in never preying on fear to persuade. Instead, we’re always looking to cultivate confidence and reinforce trust.
  • We aren’t evil-we’re most loved. We don’t use fear to sell Trusted Access-we convey empathy.
  • Better Jo Simple !seg Playful us!pl!4O Sophisticated euo Usable peojg Opinionated sjoussy Meaningful pa!uuoD Deliberate pi6!] Intuitive a!eN Clever Gnus
  • Sometimes our actions are words, and sometimes they’re actual actions. These are a few ways we fly the Duo flag.
  • We ditch the cliches, instead focusing on presenting an intentional, thoughtful, customer-centric experience -no booth babes or mindless stunts to cheaply grab attention, no flashy swag that’ll end up in the dumpster outside of the venue.
  • At Duo, this stuff is a reflection of who we are as a company -we want to be the best at what we do, but we don’t want to take ourselves too seriously. That means designing in-house, selecting high-quality materials, and making decisions with end users and customers in mind. Our swag is as aesthetically unique as our brand itself, but it’s not just a feast for the eyes; if it isn’t relevant or helpful, it’s not worth making.
Brand Values
  • Trust is our brand.
  • Our brand is our reputation, personality and spirit.
  • We are humans – good ones at that. From the way we work hard to build a strong product to how we speak, we are respectful, thoughtful and deliberate. We help when needed and explain until there is understanding. This is part of what makes each and every person at Duo a trusted advisor.
  • This has a lot to do with how we do things and the way we do business. From nurturing prospects without scare tactics, to collaborative internal teams working to improve our product. We’re easy to work with from first contact through deployment and beyond.
  • The result and output of our hard work is the product itself – the tangible expression and culmination of our values and efforts. It works because of our work.
  • Trust is strengthed by simplicity, empathy and integrity.
  • Together, these principles inform everything we do.
  • Being the Most Loved Company in Security is rooted in never preying on fear to persuade. Instead, we’re always looking to cultivate confidence and reinforce trust.
  • We are defined by what we are and are not.
  • Identifying what we aren’t helps reveal who we are. We aren’t evil-we’re most loved. We don’t use fear to sell Trusted Access-we convey empathy.
Visual Style
  • There are times when we use creative license with the logo, but please leave that to the creative department. Otherwise, no squishing, changing color, tilting, and no drop shadows -gah! Please leave clear space around the logo. It needs room to breathe, so don’t suffocate it with a wall of text. The logotype no longer requires the surrounding circle. Please respect the logo by following the rules. If you need help, feel free to shoot a message to creative@duo.com.
  • The importance of clear space around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more space around the logo, the better.
  • The brandmark position on a document should be no less than one “D” height from the edge of the document. The size of the brandmark should be no less than the size of five “Duos” set across the width of the document.
  • Duo has a simple, positive and intuitive color palette. The core color palette focuses on clarity and utility. Generally speaking, we stick to our green and blue.
  • Duo avoids fear-mongering red and black that is ubiquitous among the security industry. The majority of the Duo user experience is authenticating, using the green “approve” button in our mobile app. We align the company’s appearance with the same “green means go” sense of trust and approval. That’s why we sparingly use red or the secondary colors.
  • Pantone 360 C Pantone 432 C aaesd C75 M61 Y57 K45 @sis7d R54 G63 B68 ass@ #363F44
  • Pantone 7738 C Pantone 2033 C Pantone 7758 C Pantone 7688 C C72 M14 Y100 K1 C10 M89 Y83 K2 C11M19 Y99 KO C75 M27 Y0 K0 R84 G160B69 R214G66B59 R230 G196 B34 R38 G152 B212 #54A045 #D6423B #E6C422 #2698D4
  • We use simple, stroke-based, line version icons. They guide at-a-glance navigation, and literally illustrate concepts and features to elevate and refine the functional aesthetic of Duo communications and virtual venues.
Iconography
  • We use simple, stroke-based, line version icons. They guide at-a-glance navigation, and literally illustrate concepts and features to elevate and refine the functional aesthetic of Duo communications and virtual venues.
  • There are thousands of icons in our graphic fleet. Chances are there’s an applicable icon for almost any need. At right are a few of of the icons we frequently use (or just think are funny).
Layout And Composition
  • Basically, don’t mess with the logo. There are times when we use creative license with the logo, but please leave that to the creative department. Otherwise, no squishing, changing color, tilting, and no drop shadows -gah! Please leave clear space around the logo. It needs room to breathe, so don’t suffocate it with a wall of text. The logotype no longer requires the surrounding circle. Please respect the logo by following the rules. If you need help, feel free to shoot a message to creative@duo.com.
  • Give it space to breathe. The importance of clear space around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more space around the logo, the better.
  • Keep your content off the logo. It’s bad form for elements on a page to compete for attention -especially in a presentation deck. Please use care when placing diagrams, images and animated GIFs into a presentation. Also, while we are all for infusing personal flavor into emails, documents and presentations, please make sure the images are in good taste and positioned properly.
  • PLACEMENT The brandmark position on a document should be no less than one “D” height from the edge of the document. The size of the brandmark should be no less than the size of five “Duos” set across the width of the document.
Infographics Graphs And Charts
  • Instructional illustrations use stylized vector art and a restrained color palette to convey product information that is simple, artful and easy to understand.
Swag
  • Fun fact: Swag stands for “stuff we all give” (or “stuff we all get”). At Duo, this stuff is a reflection of who we are as a company -we want to be the best at what we do, but we don’t want to take ourselves too seriously. That means designing in-house, selecting high-quality materials, and making decisions with end users and customers in mind. Our swag is as aesthetically unique as our brand itself, but it’s not just a feast for the eyes; if it isn’t relevant or helpful, it’s not worth making.
Tradeshows
  • From security conferences to conventions across a variety of industries, you can find Duo at tradeshows in the U.S. and abroad. We ditch the cliches, instead focusing on presenting an intentional, thoughtful, customer-centric experience -no booth babes or mindless stunts to cheaply grab attention, no flashy swag that’ll end up in the dumpster outside of the venue. You’ll also find us giving back to the community, speaking on panels and delivering presentations that showcase Duo’s thought leadership.
Thought Leadership
  • Thought leadership that provides valuable insights to the security community at large (our website and other content marketing pieces).
  • You’ll also find us giving back to the community, speaking on panels and delivering presentations that showcase Duo’s thought leadership.
  • Duo conducts cutting-edge research on many important subjects, including vulnerabilities, user behaviors and security philosophy (yes, that’s a thing). Reports and eBooks include the Trusted Access Report (2016), Securing Remote Access (2016 pictured above), and the Interactive Intelligence Case Study. Other topics include Duo guides for Healthcare, Federal and Education.
🐛 Report