New look, who dis? LimaCharlie's brand evolution.

TL;DR: We’ve updated our logo and brand identity.

Today we are launching an evolution of the LimaCharlie brand as part of our refreshed identity. The intention of this post is to simply let you know about the change, so you won’t be surprised when things coming from us look a little different. 

Similar to our introduction of the SecOps Cloud Platform, this evolution of our logo and brand is not driven by change for the sake of change. Instead, it represents a deliberate step towards establishing LimaCharlie as a key player in the future of cybersecurity, reinforcing our distinct identity.

The original LimaCharlie logo was created before the company even launched and featured an ant mascot (see below). We later introduced our distinctive “LC” stamp that we dare not to evolve from too much (yet?). Fun fact, the opening of the “C” plays homage to the Open Source Initiative, which played a significant role in LimaCharlie's origins as an open source EDR.

A brief journey through our logo's history:

2018

2019

2021

2023

The previous font used for the “LimaCharlie” nameplate is a simple Sans Serif font that was primarily chosen for web compatibility. However, this font has led to challenges in ensuring consistent sizing across various assets, leading to one-off designs. A new logo presents an opportunity to address these issues and enhance our visual identity.

I recently saw this meme around rebranding for startups as we were going through this process. Although I breathed a little harder out of my nose and while it may ring true for some, I believe our approach is different (like LimaCharlie). We view this opportunity not only as a chance to redefine our position in the market as a leader in the SecOps Cloud Platform but also as a means to showcase our adaptability to evolving market needs (like LimaCharlie). We can refresh our identity while simultaneously focusing on what matters.

This logo evolution, along with the updated nameplate and brand, will enable us to scale more effectively and easily across various platforms and assets.

We can’t thank our small (but mighty) team enough for the work put into all we are presenting today and in the near future. Thank you Amer Alkhatib, Riddhi Mishra, and the LimaCharlie marketing team.

Over the next few months, you’ll start to see other visuals around LimaCharlie aligning with our new identity. This is all still the same LimaCharlie. Maybe just a little more instantly recognizable. 

We’re excited about this next chapter in our brand journey and look forward to continuing our mission of shaping the future of cybersecurity.