Panda Security is a Spanish cybersecurity company founded in 1990 in Bilbao by a group of friends. The company, originally named Panda Software, introduced a comprehensive new corporate identity in January 2015 to mark its 25th anniversary, replacing its previous wordmark with an abstract panda symbol designed by the international brand consultancy Saffron Brand Consultants.[1]
Design and History
In 2013, Panda Security selected Saffron Brand Consultants to undertake a comprehensive brand renewal. The project followed a deep analysis of the security sector and the company’s own character, and was anchored in the concept of “Simplexity,” a neologism expressing the idea of making complex things simple.[2] The rebranding was presented at a 25th anniversary kick-off event held at the Champs Elysees Theatre in Bilbao, where employees and partners saw the new logo for the first time.[3]
The new visual identity was described by Saffron’s executive creative director Gabor Schreier as “simple and pure, honest and direct,” deliberately departing from the established codes of the security industry.[2] The project went beyond the logo itself, producing a visual system with new icons, emoticons and typography that filled an internal brand manual of over 120 pages.[4]
Panda Security’s CMO Paula Quirós stated that the company wanted to be perceived as “challenging and innovative with deep human values,” and that the new identity was based on the concept of “simplexity”: making complex things simple, simplifying the complexities faced by the computer security sector.[5]
Meaning and Symbolism
The new logo features an abstract panda face rendered as a circular element with panda “ears,” a design that balances a friendly, playful character with the more mechanical feel of the traditional blue color scheme.[6] The abstract panda shape expresses the spirit of “simplexity,” conveying how Panda Security turns complex problems into simple solutions.[7]
The broader visual system extended the concept to viruses, giving them “an abstract but real and threatening form.” Viruses were depicted as geometric targets in an aggressive bright red, some visually resembling devils, from which Panda Security would protect users.[6] Saffron described this as an iconic language that conveys the brand’s essence with an optimistic, almost playful character applied to the serious subject of computer viruses.[2]
Typography and Design
The rebranding included a complete typographic component. Saffron created a visual identity that “simplifies viruses, makes them approachable and plays with them,” using a geometric icon system built from simple shapes to portray the panda, viruses and other concepts.[2][8] The design system was intended to work across all touch points, with the icon language extending into a broader set of visual materials including infographics and other communications.[9]
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