Entrust is a global provider of digital security solutions, including identity, payments, and data protection. The company traces its roots to Datacard Corporation, founded in 1969, which acquired Entrust in 2013 and operated as Entrust Datacard before adopting the single name Entrust in September 2020. That rebranding introduced a new logo, brand colors, website, tagline, and positioning tied to the company’s focus on securing a rapidly changing world. [1]
Design and History
The current Entrust identity was unveiled on September 14, 2020, when Entrust Datacard announced a new brand identity and company name. The branding evolution included a new logo, brand colors, website, tagline, and positioning, all described as tightly linked to Entrust’s focus on securing a rapidly changing world. [1] The company’s chief marketing officer stated that the brand evolution was intended to make the company’s mission clear: delivering solutions that enable the highest level of trust in every interaction customers facilitate. [2]
An earlier corporate identity change occurred in November 2014, when Datacard Group and Entrust announced a new company name, logo, and corporate brand identity at the Cartes Secure Connexions conference in Paris. The combined company debuted as Entrust Datacard, with the new corporate brand described as preserving the equity and heritage of each predecessor company. [3] [4]
Following the 2020 rebrand, the Datacard name was retained as a product line for the company’s high-volume card issuance solutions, while the nCipher name was transitioned to Entrust over time. [1]
Meaning and Symbolism
The 2020 rebrand centered on the concept of trust. The company’s CEO explained that making Entrust the foundation of the brand reflected how the company’s technology and innovation are central to securing an evolving world. [2] An industry analyst quoted in the announcement noted that centering the brand on Entrust made sense because it helped the market see the common thread of high-assurance trust-building technology across the company’s identity, payment, and data protection solutions. [2]
Brand color data associated with Entrust’s identity includes a purple tone (hex #723988, identified as Vivid Violet) and a dark gray tone (hex #3F454F, identified as Mako). [5] No official source documents a specific symbolic meaning for these colors.
Typography and Design
The Entrust wordmark is available as an SVG file hosted on the company’s own website, indicating the logo is distributed in vector format for official use. [6]
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