We developed the core strategic idea of “Beyond the Surface” to guide the brand’s evolution. It captures Microsoft Security’s ambition to move past reactive defence and instead anticipate, understand, and neutralise threats before they emerge. This thinking shaped a design system that cuts through complexity, using precision, clarity, and focus to express a smarter, more proactive approach to security.

We created an identity that shifts, moves, and continuously searches for solutions. The logo itself is dynamic and regenerating, embodying Replay’s spirit of innovation. Custom illustrations highlight the artistry within the science, while a series of animations bring the puzzle-solving concept to life – reflecting the creativity, complexity, and possibility at the heart of Replay’s work.

Our comprehensive identity system flexes from the digital to the physical and back again. UI and infographics are enriched with a touch of technical sophistication whilst physical environments and messaging benefit from a new layer of interactivity.

The identity elevates the Security sub-brand, shifting focus from individual solutions to a stronger, unified presence. Still unmistakably Microsoft, the refreshed system adds clarity and distinction, making even the smallest interactions feel purposeful and considered.