CHEQ

Branding, Product design, Graphic design, Web Design

Credits

CHEQ is the leader in Go-to-Market Security, trusted by more than 15,000 organizations worldwide to protect their metrics, marketing efforts, and customer data from those with potentially malicious intent online. Founded in 2016 by graduates of the Israeli Military Defense Intelligence, CHEQ is at the forefront of cybersecurity innovation, leading the growth of Go-to-Market Security (GTMSec), one of the fastest growing categories in tech today.

Website

The leader in
Go-to-Market Security.

Color Palette

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Logo

Logo Grid

Imagery

Typography

Font: Avenir Next LT Pro / Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz Ww
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Font: Avenir Next LT Pro / Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz Ww

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Art Direction

“No way, that won’t work—we’re a cybersecurity company”.
That was the initial response of our company’s board members when
we first proposed that the CHEQ brand should be exclusively pink. “Cybersecurity is about safety, protection, strength, science...

Pink is the complete opposite of that”

Well, here we are – two years later, and CHEQ is one of the “pinkest” companies out there. When you think of the term “pick your battles”, you wouldn’t imagine we’d fight our board over the color pink, but boy did we. Why? Because this was more than just a choice about the color of our brand—it was a choice which would determine our company’s culture and DNA.

So, what are the underlying principles behind this seemingly unconventional choice?

Any decision made by a tech company could easily be derived from industry best practices. There are best practices for visual brand identity (like “cybersecurity companies shouldn’t be pink”), best practices for hiring, for sales and for marketing. The problem with best practices, is that they will, at best, get you “up to par” with the incumbent competitors.

See the Lib