As we mentioned in the last post about our rebranding process, we are currently working on the so-called Brand Development phase:

1. Brand Audit (analysing the previous brand)
2. Brand Creation (creating the new logo: symbol, wordmark and colors)
3. Brand Development (extending the new creative direction and messaging)
4. Brand Implementation (adopting a consistent design system)

Spreading the Word: Reaching New Audiences

With all segments of society turning ON privacy, the internet will be a safer place.

With the rapid development of quantum computers, traditional encryption methods are becoming increasingly vulnerable. Quantum computers have the potential to break current encryption standards like PGP, which could expose sensitive data to hackers and unauthorized access. That’s why it’s more important than ever to encrypt your communications using quantum-safe encryption today. Tuta’s commitment to security ensures that your data remains protected, both now and in the future, as we face these emerging technological threats. Through our Brand Development phase, we’re focused on reaching those who might not yet understand the importance of secure communications - often people from close circles, such as family and friends. Whether you’re a tech enthusiast, a business professional, or just someone who values their privacy, we want to make sure you understand the significance of encryption in today’s world.

Brand Development: Talking to Unaware Users

Besides offering tools that respect your privacy, Tuta also produces educational content on how people protect their data.

We’re excited to announce Tuta’s branding releases to reach a wider audience, and make the internet a safer place for everybody. This isn’t just about fresh visuals or a new look—it’s about ensuring that our mission of safeguarding privacy in an easy way is being communicated to everybody: from long-time encryption fans to those unconcerned who still use Big Tech services that abuse their private data at will. Through this phase, our goal is to spread the “Turn ON Privacy” motto across various channels and media, to make new audiences aware of the importance of end-to-end encryption. Privacy should be accessible to everyone, or as we say: as easy as flipping a switch.

1. New Special Typography for Highlights

The charming vertex details of MD IO font. This typographic feature can be seen in letters like “V”, “M” or “N”. (Image: Mass-Driver)

Typography plays a key role in conveying a brand’s voice. To make sure our message stands out according to our values, we’ve introduced a new special typography that’s sleek, modern, and designed for impact: the MD IO typeface (https://io.mass-driver.com/#), a contemporary monospaced typeface designed for clarity and legibility, particularly at small sizes and on digital screens. Being a monospaced font brings with it a technological vibe from the lines of programming code, but at the same time a humanist touch through organic small details, like the vertex of the letter “N” on “Turn ON Privacy”. These charming non-geometric stroke meeting points break the rigidity of straight lines, bringing spontaneity to the letters that communicate our brand content. The MD IO font is already being used for key highlights across our website, ensuring that the call to “Turn ON Privacy” resonates clearly with everyone who encounters it, and above all else resonates our belief: Privacy is a human right.

2. Hero’s Scrolling Animation

There was another reason for choosing a monospaced typeface like the MD IO: the scrolling animation in the header of our index page – take a look yourself!

• “Encrypted” H1 Title Characters

When scrolling, the H1 title “Turn ON Privacy” should start to get encrypted, and as with non-monospaced fonts, the characters take up more or less space in the type set, and this space set variation would cause too much “visual noise” during the animation. With a monospaced font, this was no longer a problem and the swapping of characters occurred seamlessly and smoothly - without sudden movements.

A monospaced font was needed to fluidly animate the characters in the H1 title of the hero section on our index page.

• Tuta’s Logo in 3D

Our brand’s iconic logo is a symbol of our commitment to secure communications easily. To bring it to life in a more “physical” way, we introduced an interactive scrolling animation featuring our logo in a dynamic 3D version. As you scroll through our site, the switch that starts in a frontal position will rotate to the right, as if we were looking at the switch from a left viewpoint in relation to it, matching exactly the perspective (orthographic perspective) on which the logo was designed. This animation provides a more immersive and engaging experience with our logo and tagline, reinforcing the concept of ease of use on a daily basis. To illustrate the finger that turns on the privacy switch, we collaborated with the brilliant illustrator Patricia Tarczynski (https://www.instagram.com/patricia_tarczynski/). Yohei, who is web developer at Tuta, did a amazing work creating the 3D model of Tuta’s logo and programming the scrolling animation.

The 3D render of our logo is a precise “logo materialization” based on Tuta’s logo proportions.

3. Hover over the animated logo

Because brands have only a few seconds to grab the viewer’s attention, an animated logo is a great way to create interest and add an emotional storytelling layer. It helps create awareness and trigger memory to the brand narrative. This increases further when the animation is interactive. To make navigating through our website even more connected to our main message, we’ve added a fun and subtle mouse hover animation to our logo in the navigation bar, a very prominent brand touchpoint, inviting visitors to play with our core symbol in its basic two vertical state positions.

An animated logo is an opportunity to connect the brand’s storytelling to its most important asset.

4. Rebrand of Our Video: “Big Tech Wants to See You Naked. Protect Your Privacy Now!”

We’ve also reworked one of our most powerful YouTube videos which we released on Data Privacy Day to align with our updated branding and message. This was a update on existing materials to the new brand, and together with Hanna, the marketing manager at Tuta, we counted on the talent of the Director and Postproduction Supervisor, Borja Ortiz and his brilliant crew. The rebranded video, now features refreshed visuals, updated messaging, and is now up to speed with our storytelling. This video is designed to grab attention and communicate the urgency of securing your data in the face of growing surveillance from big tech companies and governments.

Where and when do you want to be naked? The public and private spheres on the Internet are not as clearly defined as they should be.

Privacy Isn’t Just for the Tech-Savvy

While encryption and security might sound complex, protecting your privacy doesn’t have to be. At Tuta, we’ve made security easy to use without compromising on performance or functionality. Whether you’re managing sensitive business information or just want to keep your personal emails safe, Tuta’s tools are designed to meet your needs. So, you already know how to turn on a light switch. Are you ready to Turn ON Privacy as well? It’s time to take control of your communications and make sure your information stays secure—no matter what the future holds.