G DATA is a German cybersecurity company, founded in 1985 and headquartered in Bochum, that develops antivirus and endpoint security software for private and business customers [1]. The company’s visual identity is built around a word and picture trademark that the firm describes as the heart and most important distinguishing feature of its brand [2].
Design and History
In May 2014, G DATA redesigned its corporate identity, introducing a new logo and the claim “Trust in German Sicherheit” (Trust in German Security) [3]. The rebranding was a direct response to the mass surveillance revelations by the U.S. National Security Agency (NSA), which had damaged user confidence in security solutions, particularly those from American manufacturers [3]. The company sought to emphasize its German origins, the quality of its solutions, and its strict adherence to German data protection laws [3].
Alongside the new claim, G DATA associated its brand with the silhouette of a German Shepherd dog, shown standing on four legs and rendered in red [3]. This visual key was incorporated into the new packaging for consumer solutions and became an essential element of the redesigned website and marketing materials [4]. The campaign was developed by the agency REINSCLASSEN [5].
In March 2026, G DATA launched a new branding campaign called “CyberVertrauen” (Cyber Trust), which again emphasized the company’s positioning as a German cybersecurity provider [6]. The campaign continued to use the claim “Trust in German Sicherheit” [6].
Meaning and Symbolism
The German Shepherd motif was chosen to convey the values of security, loyalty, and protection, which the company associated with the breed [3]. The dog is depicted standing on four legs, a pose the company selected for best identification and to reinforce these values [7]. The red color of the silhouette is part of the brand’s visual identity, and the company’s official brand color palette includes the red hex code #E2001A [8].
Typography and Design
G DATA’s official corporate font is the open-source typeface Source Sans Pro, which the company provides free of charge for materials related to its brand [2]. The company specifies that the logo must always appear in a prominent position and retain absolute autonomy in every application to ensure high, worldwide recognition [2]. A clearly defined protected area of 1X around the logo is required, and no other design element may be placed within it [2]. The company also prohibits modifications such as changing the color, rotating, or adjusting the proportions of the logo [2].
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