Introducing the New Beyond Identity: Dare to Do Identity Differently

Today, we’re unveiling a new brand identity for Beyond Identity.

It’s bold. It’s focused. And it’s built to reflect the company we’ve grown into: the first and only Identity Security Platform designed to eliminate identity-based threats.

Beyond Identity is the first and only identity and access management platform purpose-built to eliminate identity-based threats. As our platform has matured and our customers have scaled, our brand needed to catch up. The result is a visual and verbal identity that mirrors the security outcomes we deliver: clarity, confidence, and unshakable trust.

From Passwordless to Full Identity Defense

Beyond Identity began by solving one of the biggest weaknesses in enterprise security — passwords. We replaced them with phishing-resistant, device-bound credentials that couldn’t be stolen, guessed, or bypassed. 

But eliminating passwords was just the beginning. As identity threats evolved, so did our platform. What started as passwordless authentication has grown into the first and only purpose-built identity defense platform, designed to transform identity from your largest attack surface into the first line of cyber defense.

The shift was driven by one reality: identity remains the most exploited threat vector in enterprise security. In fact, according to sources like Verizon’s DBIR, Mandiant, and CrowdStrike, 70–80% of all security incidents start with or pass through identity infrastructure.

You wouldn’t build a network without a firewall. Or a data center without intrusion defense. Why would you deploy identity infrastructure without its equivalent? 

That equivalent is Beyond Identity — a platform that now eliminates the three root causes of identity-based attacks:

• Weak credentials
• Insecure devices
• Point-in-time access decisions

A Brand Built on Big Ideas and Big Execution

Our new brand identity is more than a logo. It's a visual and verbal system that aligns to the hardened, high-assurance platform we've built. 

Before the first logo sketch, before the new colors or typography, Madeline Kelly and Allan Ziolkowski, the brand designer and design advisory behind the rebrand, were dreaming up the new Beyond Identity brand. Kelly noticed the disparity between our brand and the platform that we’ve grown into after expanding beyond passwordless MFA. This was the first step in the journey of aligning the brand with our mission, values, and product vision. 

“My process when we started the rebrand included a lot of listening and observing. I’ve been here for four years, and so I’ve had a lot of time to do that and think about how I would take the company visually when I got the chance," Kelly said. “Really all of it is rooted in our mission, our values, and our product vision. So that served as a compass throughout the entire project.”

That chance came when we sharpened our platform, positioning, and product architecture. There was one guiding principle: reflect who we are and what we stand for boldly, clearly, and without compromise.

Goodbye Checkmark, Hello Momentum

“With the new logo, I wanted it to feel like you’re accomplishing something — like there’s energy and momentum in our logo, and a boldness that I wanted to capture,” Kelly said. 

That boldness now runs through every part of the identity — from our brand voice to the way we show up in the market.

Key changes:

• Retired the logo. It lacked technical meaning. The new symbol represents momentum, strength, and forward motion.
• Updated colors. A new visual identity reflects the strength of our product and the conviction of our mission. 
• Sharper positioning. Beyond Identity is not an authentication provider. It's an identity security platform that delivers security guarantees.
• Simplified messaging. We now speak directly to security leaders with precision and clarity — no jargon, no fluff.

This rebrand signals a new chapter in how we show up: confident, uncompromising, and focused on eliminating identity threats. That ethos now runs through everything: our new logo, typography, color palette, and the way we speak. This brand doesn't just look different. It reflects how far we've come — and how far we're pushing the industry forward. 

What Comes Next

This is more than a rebrand. It's a reintroduction.

We're still solving the hardest problem in cybersecurity: stopping identity-based attacks at the source. We're still the only platform that makes identity compromise impossible by combining passwordless authentication, device trust, and continuous authorization. And now, we have a brand that reflects the scale and strength of our platform.

Explore the new Beyond Identity, and see what it means to build identity security into the foundation of your cyber defense.

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Explore the new Beyond Identity.

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