Moving Brands is an independent global design studio creating the brands, products and experiences of tomorrow. Partnering with ambitious leaders and organisations, we deliver the world’s most impactful design.
The Vanta logo on a purple background.

Vanta

Defining a new spirit and brand identity for security and compliance pioneers Vanta

Vanta is an automated cloud security and compliance platform that helps businesses scale by proving they are trustworthy stewards of data.

Though first to market, many other players had since entered and claimed similar product benefits. Vanta needed to differentiate itself in an evolving competitive space and re-establish itself as the leader in the category.

We are delighted they have been listed in Fast Company Most Innovative Companies of 2024.

  • Brand Strategy
  • Brand Identity System
  • TOV & Messaging
  • Motion Design
  • Brand Assets & Guidelines
A street with a graphic Vanta poster pasted on the wall. The poster features a llama, the brand mascot, on the phone and the title “Meet you trusted data security partner”.

An elevating brand story

We partnered to define and create a fresh brand story, look and feel that reflects their unique personality and standing, repositioning and elevating them as customer-centric partners for the entire security journey.

A compilation of the brand before Moving Brands rebranded Vanta.
A detailed visual showing the construction of the Vanta logo.
Sketches showing the different iterations and exploration of the llama brand mascot.
A range of different llama expressions from 'with a wink' to 'rigorous'.

Ilma the llama takes centre stage

Identifying a genuine warmth, quirkiness and edge to Vanta, we focused on bringing relevance, expression and intent to their existing mascot and put Ilma the llama at the heart of the new brand. To convey Vanta’s vitality and playfulness, we built a more vibrant colour palette and components, while our type choices, a combination of formal sans serif and expressive serif, reflected their voice in the industry.

The two type styles on the left and four different llama visuals on the right.
An advertisment banner showing the llama illustration with the caption
Three graphic Vanta posters featuring a llama illustration and the title “Lock down data... Unlock growth.”

A standout personality 

Ultimately, by clashing the seemingly random and absurd with the corporate world of cloud security, Ilma acts as an appealing and refreshing antidote in a buttoned-up industry. And that self-confidence and personality now set Vanta apart as the most industry-trusted and human-focused security and compliance partner.

A street with five graphic Vanta posters pasted on the wall. The llama is seen riding through all of them on a scooter.
‘Vanta was founded with the mission to secure the internet and protect consumer data. On the product side, we do this by building security products that are accessible enough for small, innovative startups but powerful enough to scale with seasoned security orgs. We wanted to create a brand that exhibited this same flexibility and also clearly conveyed Vanta's industry leadership. Moving Brands worked with us to understand our product, personality (expert but with a wink), and vision to create a brand system that is truly unique to Vanta and one that will continue serving us in years to come.’
Christina Cacioppo

CEO and Co-founder of Vanta

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