Product Identity Guidelines
Our hero element interwoven throughout the brand.
Our full product suite and how to use it.
The Darktrace ActiveAI Security Platform
ActiveAI Security Platform
Please ensure ample space for our Logo to coexist with other elements within a composition. A helpful guideline is to use the letter “D” of our logo to establish a reference point for the required clear space.
To guarantee legibility, our Logo’s minimum size will primarily be observed in social media assets and print materials. As a reliable minimum reference, it is recommended to maintain a width of at least 127 pixels.
To guarantee legibility, our Logo’s minimum size will primarily be observed in social media assets and print materials. As a reliable minimum reference, it is recommended to maintain a width of at least 127 pixels.
Platform Name Narrative
The Darktrace ActiveAI Security Platform distinguishes
itself with a name that bolsters brand distinction and enhances SEO, making it memorable and easy to
find online. It embodies a proactive, dynamic approach to cybersecurity, ensuring that businesses are not just reacting to threats but preemptively neutralizing
them. ActiveAI signifies Darktrace's commitment to
leading the charge in adaptive, intelligent defense, offering more than protection — it promises continuous, active cybersecurity.
Platform Lockup Composition
To ensure the correct proportions between our wordmark and icon, we recommend using the letter 'D' from 'Darktrace' as a reference point for determining the size and spacing of all elements.
To ensure legibility, our logo's minimum size should be primarily observed in social media assets and print materials. We recommend maintaining a minimum width of 150 pixels as a reliable reference.
To ensure legibility, our logo's minimum size should be primarily observed in social media assets and print materials. We recommend maintaining a minimum width of 150 pixels as a reliable reference.
Platform Product & Service Naming
When it comes to naming all elements of our brand (products, services, capabilities, add-ons), the names should be as self-evident as possible.
We are prioritizing clarity for our customers, so our product names will be as literal as possible. We are staying away from metaphor and abstraction because these names require greater investment to explain their meaning, and they have the potential to create confusion.
Names will be grounded in core functionality or utility, more than a customer outcome. They are aligned with industry standards when possible. This provides extreme clarity for our customers about what we’re offering.
We are prioritizing clarity for our customers, so our product names will be as literal as possible. We are staying away from metaphor and abstraction because these names require greater investment to explain their meaning, and they have the potential to create confusion.
Names will be grounded in core functionality or utility, more than a customer outcome. They are aligned with industry standards when possible. This provides extreme clarity for our customers about what we’re offering.
Platform Name Structure
Single Line
These spacing guidelines ensure that as Darktrace introduces new products that regardless of the new name they remain consistent visually with existing products.
Platform Name Structure
Multi-Line
These spacing guidelines ensure that as Darktrace introduces new products that regardless of the new name they remain consistent visually with existing products.
Primary Product Lockups
Wherever possible these lockups are preferred.
Our primary lockup is crafted to be the main visual emblem for each product when presented on internal and external channels.
Secondary Product Lockups
When space is limited, use this treatment.
Our secondary lockup has been tailored for applications that require a horizontal arrangement due to space limitations.
Tertiary Product Lockups
These lockups should only be used in Darktrace owned applications where the logo is present and context is clear.
Our tertiary lockup is a variant of our product logos intended for internal channels where the Darktrace logo does not need to be displayed
Product Icon Versions
Light background
Product Icon Versions (Cont.)
Dark background
Simple Icons
When used in a white color, the primary logo background should be DT Dark or black. However, the white logo can also be used on dark bacDarktrace uses Simple icons in our branded communication and in our products to convey complex ideas with simplicity, convey hierarchy, or communicate action inside products.
Product icons and simple icons differ in their construction and purpose, however, they may convey a similar idea or word. For example, we may use the Product icon for Darktrace / CLOUD and a Simple icon to represent cloud technology on the same page.
It is important to know where to use the right icon to create consistency for the Darktrace brand. kgrounds with the ‘Trace’ and dark photography (be extra mindful to maintain contrast). Always ensure sufficient contrast and legibility.
Product icons and simple icons differ in their construction and purpose, however, they may convey a similar idea or word. For example, we may use the Product icon for Darktrace / CLOUD and a Simple icon to represent cloud technology on the same page.
It is important to know where to use the right icon to create consistency for the Darktrace brand. kgrounds with the ‘Trace’ and dark photography (be extra mindful to maintain contrast). Always ensure sufficient contrast and legibility.
Access the platform diagram and the entire suite of product logos
Understanding the difference
Here are some key distinctions about how and where Product icons and Simple icons appear.
Product icons act as an entryway
Product icons communicate the core idea of the product and initiate an action, like opening that product inside the platform.
Product icons use gradients and depth
Product icons are constructed to represent the “Trace” as a linear gradient and often have dimension or depth using transparency
Product icons work at small sizes
We create product icons to be legible at small sizes – think of the app icons on your phone.
Simple icons help users understand
Simple icons are simpler and signal concepts or actions to help guide users through an experience.
Simple icons are limited in color and depth
Simple icons use gradient in a limited amount and generally work better at small sizes. They don’t use transparency or dimension.
Simple icons work at even smaller sizes.
We also create Simple icons to be legible at small sizes – even smaller than Product icons.
