NetScaler
Reintroducing a twenty-five-year-old brand
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NetScaler is a pioneer in application delivery and security, with a history dating back to its 1997 launch. Today, the company’s products are relied on by 90% of the Fortune 500. After a 2005 acquisition by Citrix, the NetScaler brand was retired and the company’s products and services became part of the Citrix portfolio. Still, many loyal customers continued to use the name “NetScaler.” Seventeen years later, the merger of Citrix and TIBCO created a new opportunity for the brand to once again stand alone. It was time to reintroduce NetScaler.
Heirloom refined the brand strategy, created a new visual identity, and developed a messaging framework for NetScaler. The four brand pillars we helped identify—reliable performance, end-to-end protection, comprehensive observability, and powerful versatility—dovetailed with the business strategy and brought focus to internal and external communications.
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Based on the refined brand strategy, Heirloom then developed a new visual identity for NetScaler, starting with the logo. The logo includes a simple arrow—the Point. A universal symbol of direction and progress, the Point suggests the company and its customers are always in motion, always improving. It also implies focus, clarity, and ambition. We built on the Point as a graphic device across all communications and defined the brand’s color palette and approach to typography, along with photography, iconography, and illustration styles.
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Finally, we brought the new brand identity to life via social media graphics, brand video storytelling, signage, and stationery templates. The new brand elements were then captured in a detailed guidelines document that outlines NetScaler’s brand strategy and vision. According to Rupinder Kaur, Senior Brand Marketing Manager at Citrix, “The Heirloom team was very responsive and attentive to our needs. They have excellent project management—they are organized and their communications are clear and direct. Deadlines were met and they are willing to go out of their way and put in extra effort if needed.”
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