Refreshing Kape Technologies Visual Identity
brand design
brand design
brand design
Corporate Identity
Corporate Identity
Corporate Identity
About Kape Technologies
About Kape Technologies
About Kape Technologies
Kape Technologies is a cybersecurity and digital privacy company operating globally.
With a strong portfolio of products like ExpressVPN, CyberGhost, and PIA, the company has grown rapidly through acquisitions and technological innovation.
Kape’s own brand presence, however, remained relatively muted compared to its consumer-facing products. Kape’s corporate brand must stand on its own, not be overshadowed by ExpressVPN, CyberGhost, or PIA.
TL;DR
TL;DR
TL;DR
TL;DR
Goal:
Refine Kape’s visual identity to improve professionalism, readability, and internal scalability.
Issues:
Playful logo, low contrast, brand confusion with PIA, and slow illustration production.
Projected Impact:
stronger brand perception, improved legibility, faster asset delivery, and a clearer distinction from sub-brands.
Role:
Senior Design Manager, single lead, ran a visual audit and proposed brand refinements.
Solutions:
Simplify and rebalance logo, update typography, streamline illustration style, create reusable assets.
Engagement and status:
design-initiated proposal, presented with positive feedback; not implemented due to a shift in priorities.
Goal:
Refine Kape’s visual identity to improve professionalism, readability, and internal scalability.
Issues:
Playful logo, low contrast, brand confusion with PIA, and slow illustration production.
Projected Impact:
stronger brand perception, improved legibility, faster asset delivery, and a clearer distinction from sub-brands.
Role:
Senior Design Manager, single lead, ran a visual audit and proposed brand refinements.
Solutions:
Simplify and rebalance logo, update typography, streamline illustration style, create reusable assets.
Engagement and status:
design-initiated proposal, presented with positive feedback; not implemented due to a shift in priorities.
Goal:
Refine Kape’s visual identity to improve professionalism, readability, and internal scalability.
Issues:
Playful logo, low contrast, brand confusion with PIA, and slow illustration production.
Projected Impact:
stronger brand perception, improved legibility, faster asset delivery, and a clearer distinction from sub-brands.
Role:
Senior Design Manager, single lead, ran a visual audit and proposed brand refinements.
Solutions:
Simplify and rebalance logo, update typography, streamline illustration style, create reusable assets.
Engagement and status:
design-initiated proposal, presented with positive feedback; not implemented due to a shift in priorities.
Goal:
Refine Kape’s visual identity to improve professionalism, readability, and internal scalability.
Issues:
Playful logo, low contrast, brand confusion with PIA, and slow illustration production.
Projected Impact:
stronger brand perception, improved legibility, faster asset delivery, and a clearer distinction from sub-brands.
Role:
Senior Design Manager, single lead, ran a visual audit and proposed brand refinements.
Solutions:
Simplify and rebalance logo, update typography, streamline illustration style, create reusable assets.
Engagement and status:
design-initiated proposal, presented with positive feedback; not implemented due to a shift in priorities.
Project Goal
Project Goal
Project Goal
Project Goal
The original rebrand modernized Kape, but it was not fully developed. The system lacked consistency, relevance, and scalability across touchpoints.
This proposal refines and rebalances the identity, preserving the core while improving legibility, professionalism, and brand equity.”
The original rebrand modernized Kape, but it was not fully developed. The system lacked consistency, relevance, and scalability across touchpoints.
This proposal refines and rebalances the identity, preserving the core while improving legibility, professionalism, and brand equity.”
The original rebrand modernized Kape, but it was not fully developed. The system lacked consistency, relevance, and scalability across touchpoints.
This proposal refines and rebalances the identity, preserving the core while improving legibility, professionalism, and brand equity.”
The original rebrand modernized Kape, but it was not fully developed. The system lacked consistency, relevance, and scalability across touchpoints.
This proposal refines and rebalances the identity, preserving the core while improving legibility, professionalism, and brand equity.”
Research Approach
Research Approach
Research Approach
Research Approach
To establish direction, I conducted a comprehensive visual audit of the brand’s current identity. This included:
Analyzing how the logo functioned across digital and print media
Reviewing internal usage across presentations, documents, and stationery
Evaluating contrast and accessibility in real-world settings
Identifying typographic overlap with Kape’s flagship product, PIA
Benchmarking against cybersecurity and tech industry standards
Gathering informal feedback from internal design and marketing stakeholders to understand friction points in day-to-day use.
Identified Brand Pain Points and Recommendations
Identified Brand Pain Points and Recommendations
Identified Brand Pain Points and Recommendations
Identified Brand Pain Points and Recommendations
Over-emphasized Playfulness:
Issue:
The current design excessively emphasizes playfulness, which diminishes our professional image.
Recommendation:
move to a geometric, simplified, balanced style. Build compositions on a clear grid so the brand reads professional, not playful.
Decision note: we trade some whimsy for clarity and trust at first glance.
Non-Proportional Scaling:
Issue:
There is a lack of clear relationship between the logo-mark and the word-mark.
Recommendation:
Establish a hierarchy where the word-mark takes precedence, noticeably featuring the company name, while the icon serves a supportive, illustrative role. This restructuring will underscore the brand identity more effectively.
Reason: the name must carry recognition; the mark supports. Guardrail: set a fixed ratio and unit grid for consistent scaling.
Over-emphasized Playfulness:
Issue:
The current design excessively emphasizes playfulness, which diminishes our professional image.
Recommendation:
move to a geometric, simplified, balanced style. Build compositions on a clear grid so the brand reads professional, not playful.
Decision note: we trade some whimsy for clarity and trust at first glance.
Non-Proportional Scaling:
Issue:
There is a lack of clear relationship between the logo-mark and the word-mark.
Recommendation:
Establish a hierarchy where the word-mark takes precedence, noticeably featuring the company name, while the icon serves a supportive, illustrative role. This restructuring will underscore the brand identity more effectively.
Reason: the name must carry recognition; the mark supports. Guardrail: set a fixed ratio and unit grid for consistent scaling.
Over-emphasized Playfulness:
Issue:
The current design excessively emphasizes playfulness, which diminishes our professional image.
Recommendation:
move to a geometric, simplified, balanced style. Build compositions on a clear grid so the brand reads professional, not playful.
Decision note: we trade some whimsy for clarity and trust at first glance.
Non-Proportional Scaling:
Issue:
There is a lack of clear relationship between the logo-mark and the word-mark.
Recommendation:
Establish a hierarchy where the word-mark takes precedence, noticeably featuring the company name, while the icon serves a supportive, illustrative role. This restructuring will underscore the brand identity more effectively.
Reason: the name must carry recognition; the mark supports. Guardrail: set a fixed ratio and unit grid for consistent scaling.
Over-emphasized Playfulness:
Issue:
The current design excessively emphasizes playfulness, which diminishes our professional image.
Recommendation:
move to a geometric, simplified, balanced style. Build compositions on a clear grid so the brand reads professional, not playful.
Decision note: we trade some whimsy for clarity and trust at first glance.
Non-Proportional Scaling:
Issue:
There is a lack of clear relationship between the logo-mark and the word-mark.
Recommendation:
Establish a hierarchy where the word-mark takes precedence, noticeably featuring the company name, while the icon serves a supportive, illustrative role. This restructuring will underscore the brand identity more effectively.
Reason: the name must carry recognition; the mark supports. Guardrail: set a fixed ratio and unit grid for consistent scaling.
Breakdown of Recommended Design Solutions
Breakdown of Recommended Design Solutions
Breakdown of Recommended Design Solutions
Breakdown of Recommended Design Solutions
Kape Logo Design Update
Geometric, Simplified, and Visually Balanced
The logo mark is built on symmetrical circles that honor the original while adding order and stability The new symbol is carefully crafted to project stability and professionalism, capturing the essence of our enhanced visual identity.
General Contrast and Readability
To address contrast and readability, we differentiate the name from the symbol effectively by employing scaling techniques and contrasting colors. This includes predefined color variations tailored for different environments, ensuring the brand remains distinct and legible in any context.
Scaling Issue
Scaling issue resolved by establishing a clear hierarchy between elements. A fixed ratio and unit grid keep the word-mark primary and the mark supportive, so the identity scales cleanly.
Brand Typography
The selection of the brand’s typography is the result of considerable research into industry trends and available styles. 'Lexend' offers high readability and a geometric feel that fits the proposed system, supporting a clear, balanced aesthetic.
Kape Logo Design Update
Geometric, Simplified, and Visually Balanced
The logo mark is built on symmetrical circles that honor the original while adding order and stability The new symbol is carefully crafted to project stability and professionalism, capturing the essence of our enhanced visual identity.
General Contrast and Readability
To address contrast and readability, we differentiate the name from the symbol effectively by employing scaling techniques and contrasting colors. This includes predefined color variations tailored for different environments, ensuring the brand remains distinct and legible in any context.
Scaling Issue
Scaling issue resolved by establishing a clear hierarchy between elements. A fixed ratio and unit grid keep the word-mark primary and the mark supportive, so the identity scales cleanly.
Brand Typography
The selection of the brand’s typography is the result of considerable research into industry trends and available styles. 'Lexend' offers high readability and a geometric feel that fits the proposed system, supporting a clear, balanced aesthetic.
Kape Logo Design Update
Geometric, Simplified, and Visually Balanced
The logo mark is built on symmetrical circles that honor the original while adding order and stability The new symbol is carefully crafted to project stability and professionalism, capturing the essence of our enhanced visual identity.
General Contrast and Readability
To address contrast and readability, we differentiate the name from the symbol effectively by employing scaling techniques and contrasting colors. This includes predefined color variations tailored for different environments, ensuring the brand remains distinct and legible in any context.
Scaling Issue
Scaling issue resolved by establishing a clear hierarchy between elements. A fixed ratio and unit grid keep the word-mark primary and the mark supportive, so the identity scales cleanly.
Brand Typography
The selection of the brand’s typography is the result of considerable research into industry trends and available styles. 'Lexend' offers high readability and a geometric feel that fits the proposed system, supporting a clear, balanced aesthetic.
Kape Logo Design Update
Geometric, Simplified, and Visually Balanced
The logo mark is built on symmetrical circles that honor the original while adding order and stability The new symbol is carefully crafted to project stability and professionalism, capturing the essence of our enhanced visual identity.
General Contrast and Readability
To address contrast and readability, we differentiate the name from the symbol effectively by employing scaling techniques and contrasting colors. This includes predefined color variations tailored for different environments, ensuring the brand remains distinct and legible in any context.
Scaling Issue
Scaling issue resolved by establishing a clear hierarchy between elements. A fixed ratio and unit grid keep the word-mark primary and the mark supportive, so the identity scales cleanly.
Brand Typography
The selection of the brand’s typography is the result of considerable research into industry trends and available styles. 'Lexend' offers high readability and a geometric feel that fits the proposed system, supporting a clear, balanced aesthetic.
Brand’s Illustrations Update
Impact:
Current illustrations take specialist time and slow delivery. (on average 2-4 days), limiting utilization of non-illustrator team members.
Solution:
update the illustration style and provide an editable library of scenes, so any designer can create consistent visuals quickly.
Status note:
faster delivery is an expected outcome based on the library, not a measured result.
Brand’s Illustrations Update
Impact:
Current illustrations take specialist time and slow delivery. (on average 2-4 days), limiting utilization of non-illustrator team members.
Solution:
update the illustration style and provide an editable library of scenes, so any designer can create consistent visuals quickly.
Status note:
faster delivery is an expected outcome based on the library, not a measured result.
Brand’s Illustrations Update
Impact:
Current illustrations take specialist time and slow delivery. (on average 2-4 days), limiting utilization of non-illustrator team members.
Solution:
update the illustration style and provide an editable library of scenes, so any designer can create consistent visuals quickly.
Status note:
faster delivery is an expected outcome based on the library, not a measured result.
Brand’s Illustrations Update
Impact:
Current illustrations take specialist time and slow delivery. (on average 2-4 days), limiting utilization of non-illustrator team members.
Solution:
update the illustration style and provide an editable library of scenes, so any designer can create consistent visuals quickly.
Status note:
faster delivery is an expected outcome based on the library, not a measured result.
Visual Style Update Mockups
Visual Style Update Mockups
Visual Style Update Mockups
Visual Style Update Mockups
Projected Results
Projected Results
Projected Results
Projected Results
Proposal stage, outcomes are modeled from the audit above and describe expected direction of change, not measured results.
Although the project remained in the proposal phase, the refreshed identity was designed to:
Improve brand clarity and trust across external channels
Create a more consistent experience for internal teams
Separate Kape from its consumer-facing brands more effectively
Reduce friction in producing branded materials
Proposal stage, outcomes are modeled from the audit above and describe expected direction of change, not measured results.
Although the project remained in the proposal phase, the refreshed identity was designed to:
Improve brand clarity and trust across external channels
Create a more consistent experience for internal teams
Separate Kape from its consumer-facing brands more effectively
Reduce friction in producing branded materials
Proposal stage, outcomes are modeled from the audit above and describe expected direction of change, not measured results.
Although the project remained in the proposal phase, the refreshed identity was designed to:
Improve brand clarity and trust across external channels
Create a more consistent experience for internal teams
Separate Kape from its consumer-facing brands more effectively
Reduce friction in producing branded materials
Proposal stage, outcomes are modeled from the audit above and describe expected direction of change, not measured results.
Although the project remained in the proposal phase, the refreshed identity was designed to:
Improve brand clarity and trust across external channels
Create a more consistent experience for internal teams
Separate Kape from its consumer-facing brands more effectively
Reduce friction in producing branded materials
Conclusion
Conclusion
Conclusion
Conclusion
This identity refresh offered a practical evolution of Kape’s brand - one grounded in structure, usability, and consistency.
By keeping the brand’s original intent intact and addressing the key pain points through focused refinements, I delivered a system that supports Kape’s position as a serious player in cybersecurity and privacy.
The result is a visual identity that is clear, confident, and built to scale.
This proposal received positive internal feedback at presentation; it was not implemented due to a shift in company priorities
This identity refresh offered a practical evolution of Kape’s brand - one grounded in structure, usability, and consistency.
By keeping the brand’s original intent intact and addressing the key pain points through focused refinements, I delivered a system that supports Kape’s position as a serious player in cybersecurity and privacy.
The result is a visual identity that is clear, confident, and built to scale.
This proposal received positive internal feedback at presentation; it was not implemented due to a shift in company priorities
This identity refresh offered a practical evolution of Kape’s brand - one grounded in structure, usability, and consistency.
By keeping the brand’s original intent intact and addressing the key pain points through focused refinements, I delivered a system that supports Kape’s position as a serious player in cybersecurity and privacy.
The result is a visual identity that is clear, confident, and built to scale.
This proposal received positive internal feedback at presentation; it was not implemented due to a shift in company priorities
This identity refresh offered a practical evolution of Kape’s brand - one grounded in structure, usability, and consistency.
By keeping the brand’s original intent intact and addressing the key pain points through focused refinements, I delivered a system that supports Kape’s position as a serious player in cybersecurity and privacy.
The result is a visual identity that is clear, confident, and built to scale.
This proposal received positive internal feedback at presentation; it was not implemented due to a shift in company priorities
Alex Dihel | Design Leader | Product & Marketing Design | Design Operations www.alexdihel.com ©
Alex Dihel | Design Leader | Product & Marketing Design | Design Operations www.alexdihel.com ©
Alex Dihel | Design Leader | Product & Marketing Design | Design Operations www.alexdihel.com ©
Alex Dihel | Design Leader | Product & Marketing Design | Design Operations www.alexdihel.com ©