NEW YORK, NY (August 5, 2015) – Lippincott, a leading global branding firm, today announced its role in the development of Optiv Security’s new brand name, strategy, logo and visual system. Optiv is the newly formed company from the merger of Accuvant and FishNet Security, which joined together earlier this year to create the nation’s largest holistic pure-play cyber security solutions provider. The transaction closing was announced in early February, and the merged companies are now beginning to conduct business together as Optiv, with the new visual system being showcased this week at the Black Hat USA 2015 in Las Vegas.
Lippincott was brought in early on to help Accuvant and FishNet Security navigate the process of identifying a new brand strategy that addressed the value the combined entity could provide clients and their changing needs. As part of that process, Lippincott guided the company in selecting a name that represented the future promise of the combined brands. Optiv was chosen as the new name after an extensive selection and vetted process that included reviewing more than 1,200 possibilities, including potential candidates from employees. Optiv is a newly coined word derived from “active” and “operative,” alluding to intelligent collaboration. It evokes the idea of giving organizations a clear field of vision, helping them understand their options, and providing them with what they need to take action and to successfully execute on their security needs.
“The new company is a leader in the industry and the new brand reflects its unique ability to help clients navigate the endless chain of available cyber security options, and select, implement and maintain the right solutions to meet their specific needs. We are proud to have helped develop the name and identity that epitomizes their commitment to enabling businesses to operate in a world where everything is increasingly linked together,” said Michael D’Esopo, Senior Partner and Director of Brand Strategy at Lippincott. “The new name, logo and overall visual system clearly depict the direction of the new brand for employees, clients and partners.”
To create the Optiv logo and identity, Lippincott designed a logo that would capture the heritage of both companies as well as represent the future of the combined capabilities. The simple and clean logo utilizes a blue and black color scheme while the two half circles signify the endless chain of available cyber security options.
“The wordmark consists of two half circles that when combined form the letter ‘O’ of the name Optiv. It is designed to convey the company’s ability to unlock powerful, perfectly resolved solutions in the cyber security space,” said Marc Hohmann, Design Partner at Lippincott. “We chose a clean typeface and symbol without flourishes to reflect Optiv’s expertise in simplifying complex problems. The colors in the half circle shift upwards from darker to lighter hues creating continuous vertical movement that activates the mark and communicates relentlessness.”
Steve Perkins, Optiv Chief Marketing Officer said, “In Lippincott we had a true partner to help us navigate the integration of our companies. We feel confident that Optiv and all that it stands for will result in a brand that is extremely meaningful to our clients, employees, partners and shareholders, and will stand the test of time.”
Lippincott is a leading global branding consultancy. Our passion is to create, build and grow iconic brands that inspire customers and employees and deliver lasting results for our clients. Our approach is equal parts strategic thinking and creative excellence. It encompasses deep, integrated capabilities in Brand Strategy, Design and Expression, Experience Innovation and Organizational Engagement. An industry pioneer for over 70 years, we are restless in our commitment to our clients and to uncovering new possibilities to help shape their brands for the future. Lippincott is part of Oliver Wyman, a wholly owned subsidiary of Marsh & McLennan Companies [NYSE: MMC].
About Optiv Security
Created in 2015 from the merger of Accuvant and FishNet Security, Optiv is the largest holistic pure-play cyber security solutions provider in North America. We help clients plan, build and run successful cyber security programs that achieve business objectives through our depth and breadth of cyber security offerings, extensive capabilities and proven expertise in cyber security strategy, managed security services, incident response, risk and compliance, security consulting, training and support, integration and architecture services, and security technology. A Blackstone (NYSE: BX) portfolio company, we have served more than 12,000 clients of various sizes across multiple industries, offer an extensive geographic footprint, and have premium partnerships with more than 300 of the leading security technology manufacturers. For more information about Optiv, please visit the company’s new website at www.optiv.com and follow Optiv on Twitter, LinkedIn or Facebook.