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TruU’s main touchpoint for most users was its QR code authenticator. It’s the small square people stare at before being told they’re “verified.” I found something poetic in that grid of tiny pixels, each one meaningless on its own but essential in forming the Passcode that proves you are, in fact, the true you. That idea became the foundation for a refreshed wordmark. If the product is redefining security, the logo should nod to where the company first had it's foundations while modernizing everything else on top of it.
Control the noise, Getting a clear picture out of digital chaos.
TruU shifted focus toward what they called their “TOTAL” protection product line. They were moving beyond passwordless authentication into something closer to a predictive security engram, capable of analyzing risks before they happen. Most companies drown in data and still manage to miss the obvious threats. TruU’s new promise was to see through the noise and focus on what actually matters. That shift sparked a tonal change in the brand. We moved toward soft, noisy gradients and ambient environments that mirrored the idea of a clear picture emerging from the environment of statistical discord.
