Rebrands happen for many reasons. Oftentimes, they’re born of a need to modernize a brand or align to a new strategic direction. Sometimes they’re driven by M&A, geographic expansion or simply an evolution of company values. In the case of Vercara, our brand story is one of independence and the drive to better capture our identity as a company with a singular focus: securing the online experience.
Sixteen months ago, we spun out of Neustar, a larger tech company with a diverse portfolio. As a standalone company, temporarily dubbed Neustar Security Services, we doubled down on our mission to safeguard our customers’ online presence by increasing our network capacity and performance, expanding our geographic coverage, and introducing three new offerings: UltraDNS2, UltraDDR and UltraPlatform.
Our newly formed organization has highlighted one of our unique differentiators – a deep pool of human expertise with proven experience in delivering our cloud-based security offerings. Getting cybersecurity right in an increasingly complex digital world requires technology and deep cloud operational know-how. Our product leaders and engineers know where to place technology bets and how to make them a reality. And our security operations center (SOC) has mitigated hundreds of thousands of large and complex attacks, all while our customers continued to run without missing a beat. When it comes to technology and humans, we believe it’s not an either/or – it’s the combination of the two that enables us to provide ultimate protection to brands with the highest stakes.
As we began shaping our new brand identity, we were motivated by the significance of bringing the work we’ve been doing behind the scenes to the forefront. We live in a world where our lives are becoming increasingly intertwined with digital technology and media, and consumers expect constant access to online content along with the assurance that their data will be protected. At the same time, online threats are constantly evolving, and a single attack can have a crushing effect on a company’s finances and a brand’s reputation.
Our purpose-built, global cloud security platform provides layers of protection no matter the size of an attack, where it comes from, or what is being targeted. Security takes more than a one-size-fits-all approach, and we pride ourselves on being nimble – adapting in real-time as the threat landscape becomes more complex and everyone’s digital presence expands – so our customers can relax and focus on growing their businesses and keeping their customers happy.
The Vercara brand embodies this spirit – combining best-in-class technology with a flexible, human approach. Our new name is a fusion of “verit” and “cara,” Latin for truth and beloved, respectively. The logo is set in the Exo 2 Bold typeface by Natanael Gama. It’s a contemporary, accessible, rounded font designed for all applications and media, embodying our brand’s human, approachable and inclusive feel. In contrast, our distinctive “V” icon, created by combining dynamically angled planes, emphasizes our sharp focus on securing the online experience.
When Vercara is combined with the product brand of “Ultra,” which means to go beyond or transcend, the result embodies our relentless dedication to protecting customers’ most important assets with a highly respected and trusted suite of cloud-delivered security services. Our bright colors and backgrounds shift away from representing a culture of fear to one where our customers, and their customers, can feel confident and safe in their online interactions.
We are delighted to introduce our new brand to the world and celebrate this moment – a key inflection point in a journey that has both a rich legacy and a bright future. We operate in an industry where technology and service must constantly evolve, and we’ll approach our brand the same way. Vercara will grow and flex alongside our customers, and we will be unwavering in our commitment to safeguarding their online presence. It is our purpose and our reason for being and, as Vercara, we will dedicate ourselves to this each and every day.
