Case study · 02 / 03
Seventy Seven Tango brand mark
Seventy Seven Tango · Cyber Security Made Simple.
◆ Startup Launch · 2026

Cyber security, made simple.

Client Seventy Seven Tango
Sector Cybersecurity
Timeline 9 weeks
02

The work.

◆ The challenge

Earn enterprise trust, without looking like everyone else in the category.

Seventy Seven Tango was entering a category fluent in dark-room clichés, Matrix-green palettes, and fear-based copy that sounds identical at every booth on the RSA floor. The product — including Foris their flagship security offering — was genuinely differentiated. The problem was convincing a skeptical buyer to believe it before the pitch even started.

◆ The approach

NATO-phonetic precision, a grown-up palette, and a tagline that says it plain.

The name itself was a gift — signal-coded, precise, memorable. We built the mark to match: a geometric “77” monogram that reads as a forward-arrow, set in a restrained navy-and-orange palette that owns contrast without performing paranoia. The tagline — “Cyber Security Made Simple” — set the voice for everything that followed.

◆ The outcome

A launch that felt like a statement, not a debut.

Inbound inquiries started mentioning the brand directly — a rarity in a category where buyers usually have to be chased. Leadership’s new business cards got commented on at every event. The founding team stopped apologizing for the old placeholder identity in meetings and started leading with the new one instead.

◆ The work
◆ Core palette
Navy #0E1328
Signal #FF5C35
Frost #f7f7f7
◆ Scope of engagement 8 deliverables · 9 weeks.
1
IDENTITY & MARK
Primary identity · Mark, wordmark, and primary lockups Secondary marks · Monograms, favicons, alternate lockups for constrained spaces Icon or symbol · Standalone glyph or badge for use as an app icon, favicon, or signal mark Logo exploration · Multiple directions developed in parallel, with rationale Logo refinement · Polish of an existing mark rather than a full redraw
2
TYPE & COLOR
Type system · Primary and secondary typeface pairing with usage rules Color system · Core palette, extended palette, and accent colors with hex codes Texture library · Brand textures, overlays, or pattern systems (kraft, splatter, grain, marble, etc.) Grid and layout system · Spatial rules that make the brand feel coherent across touchpoints
3
VOICE & POSITIONING
Positioning statement · The one-paragraph articulation of who the brand serves and how Tagline or brand line · Short, memorable, earns its place Voice guide · Tone rules, vocabulary, what to say and what to avoid Naming · Company name, product name, or sub-brand name with rationale Messaging framework · Key messages by audience and channel Elevator pitch · The 30-second version of the pitch, written for delivery
4
STATIONERY & PRINT
Business card system · Leadership, team, and general-use variants Letterhead · Print and digital templates Envelope system · Standard and custom sizes Notecards and thank-yous · Branded correspondence for personal touches Brochure or one-pager · Trifold, bifold, or single-sheet marketing piece Presentation template · Keynote, PowerPoint, or Google Slides — not a pitch deck, a template Report template · Quarterly or annual report format Form and document templates · Branded versions of invoices, contracts, proposals
5
WEB & DIGITAL
Website · Corporate site, launch site, or rebuild Landing page · Single-purpose conversion page Blog or editorial template · Content-focused page layouts Email system · Header, footer, signature, and template variants Email newsletter template · Branded content email Social media kit · Profile images, banners, templated posts by platform Digital ad system · Banner sizes, social ads, display templates
6
SALES & INVESTOR
Pitch deck · Sales or investor-facing presentation Sales one-pager · Printable or digital leave-behind Sales kit · Collected materials for an active sales motion Proposal template · Branded template for client-facing proposals Investor report · Quarterly or annual investor-facing document Data room assets · Branded versions of financials, org charts, metrics
7
PHOTOGRAPHY & IMAGERY
Photography direction · Shot list, style guide, art direction brief Photo shoot · Art-directed branded photography Illustration system · Custom illustration language Motion system · Brand-sanctioned animation for logo, transitions, reveals Launch video · Short-form video for launch or intro
8
ROLLOUT & SUPPORT
Launch campaign · Coordinated rollout across channels Internal announcement · Employee-facing brand launch Press kit · Media-facing materials for launch coverage Three-month check-in · First post-launch review Six-month check-in · Mid-year system audit Twelve-month check-in · Annual review
◆ Back to all cases
◆ No pressure · 30 minutes

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