Scroll through the websites of ten different cybersecurity or AI companies and you’ll probably get déjà vu. Dark backgrounds. Futuristic grids. Shields, locks, circuit boards, maybe a glowing ion or two. It’s the visual equivalent of a cold server room: technically functional, but completely forgettable. This is the problem I call the “cold identity” trap. Cybersecurity is supposed to be about trust. It’s about reassuring people that the invisible systems protecting their data are reliable, safe, and always working in the background. But the way many companies present themselves visually feels distant, unapproachable, and even intimidating. In trying so hard to look serious, many brands end up looking identical. Trust isn’t built by looking cold Here’s what I’ve learned as a brand designer: trust doesn’t just come from technical authority. Of course, credibility matters. But trust also comes from connection. And connection requires something that too many cybersecurity and AI companies are afraid to show. Personality. Of course, there isn’t just one way to build a strong tech brand. Some of the biggest players in the industry, like Microsoft, Oracle, IBM, rely on scale, reputation, and consistency rather than characters or playful branding. Their strength comes from being deeply established. That approach works, especially when you already dominate the market. But for companies trying to stand out in competitive or fast-moving spaces, another approach is to inject more personality. Sometimes that means introducing a mascot, sometimes it’s a warmer tone of voice or a more unexpected visual identity. The idea isn’t that every cybersecurity or AI company needs a cartoon figure, but that humanizing your brand in some way can be a powerful strategy. Think about the tech brands the general audience is actually talking about. Duolingo made global waves with a green owl that sometimes borders on chaotic. Mailchimp built one of the most successful SaaS identities around humor and a chimp mascot. Slack took enterprise software and made it friendly, approachable, even fun. These brands didn’t lose credibility by being human. They gained adoption because people felt like they could relate to them. And that kind of relatability is still missing in most cybersecurity branding. Why companies hesitate So if adding personality works so well, why don’t more cybersecurity and AI companies try it? I think a lot of it comes down to fear. This is a serious industry. The risks are real, the stakes are high. Nobody wants to look like they’re joking about security. But humanizing a brand doesn’t mean being careless. It doesn’t even have to mean adding a character. It can be as simple as a more approachable tone of voice, visuals that go beyond the clichés, or a design system that makes the abstract feel tangible. Personality is one tool — not the only one. The goal is to build connection, and there are many ways to get there. Here’s where cybersecurity and AI brands can start breaking out of the cold identity trap: Drop the clichés. Shields and locks won’t protect your brand identity. They just bury you in sameness. Find your own angle. Whether it’s a character, a bold graphic style, or even just straightforward language, your brand needs to reflect what makes your company different. Balance authority with accessibility. You can be professional and credible while also being relatable. The most trusted advisors are often the ones who make complexity easier to understand. Show some warmth. That doesn’t mean turning into a meme overnight. But a touch of humanity — in tone, visuals, or storytelling — goes a long way toward building trust. Drop the clichés. Shields and locks won’t protect your brand identity. They just bury you in sameness. Drop the clichés. Find your own angle. Whether it’s a character, a bold graphic style, or even just straightforward language, your brand needs to reflect what makes your company different. Find your own angle. Balance authority with accessibility. You can be professional and credible while also being relatable. The most trusted advisors are often the ones who make complexity easier to understand. Balance authority with accessibility. Show some warmth. That doesn’t mean turning into a meme overnight. But a touch of humanity — in tone, visuals, or storytelling — goes a long way toward building trust. Show some warmth. Opportunity for Startups Very few cybersecurity and AI brands are doing this right now. Which means the opportunity is wide open. Some companies will continue to succeed with scale and reputation alone. But for the rest, standing out requires more than technical excellence. It requires making people feel that your company understands them, speaks their language, and is worth trusting. That doesn’t always mean a mascot. It might be a design that breaks the usual dark-blue mold, a brand story told in human terms, or visuals that show partnership rather than fear. The method can vary, but the principle is the same: trust is built not only through authority but also through connection.
