In an era where digital threats are becoming increasingly sophisticated, the need for robust cybersecurity in the education sector is more critical than ever before. K–12 schools, in particular, are increasingly dependent on technology to support teaching, learning, and administrative functions. However, this dependence on technology also brings an increased risk of cyberattacks. To address these challenges, cybersecurity solutions tailored specifically to the educational environment are essential. That's where Xpel by Forward Edge steps in, offering a cutting-edge product designed to protect schools from a wide array of digital threats.
However, when Forward Edge, a well-established name in the K–12 edtech space, decided to expand into cybersecurity, it became clear that their existing brand—while successful in the education technology arena—was not equipped to convey the strength, resilience, and seriousness needed for the security domain. That's when the decision to rebrand Xpel was made.
This rebranding project went far beyond the simple task of tweaking a logo or tagline; it was about creating a brand that could confidently speak the language of cybersecurity while retaining the trust and credibility that the parent brand, Forward Edge, had built in the education sector. Here’s a closer look at how the Xpel by Forward Edge rebrand transformed a product designed for classrooms into a security solution built for battle.
Identifying the Challenge
Forward Edge had already earned a strong reputation in the K–12 edtech space. Their products were trusted by educators, students, and administrators alike, helping to improve learning outcomes and streamline administrative processes. However, as the company expanded into cybersecurity, it became apparent that the brand’s existing visual identity and messaging weren’t suited for the high-stakes world of cybersecurity.
Cybersecurity is a domain defined by urgency, protection, and resilience. In contrast, educational technology branding often carries a friendly, approachable, and even playful tone. This presented a challenge: How could Forward Edge create a cybersecurity solution that would be taken seriously, all while maintaining the credibility and trustworthiness of their educational heritage?
Crafting the Right Brand for Cybersecurity
The solution to this challenge was a complete rebranding of Xpel by Forward Edge. The goal was clear: transform Xpel into a cybersecurity product that spoke the language of security experts without losing the warmth and trust that came with its educational background. This required a fundamental shift in tone, visual design, and messaging strategy.
A Tougher Name: Xpel
The first step in the rebranding was changing the name itself. While the original name might have served well for an edtech-focused product, it didn’t quite communicate the power or strength that a cybersecurity product required. A name like Xpel has a more forceful, authoritative tone that aligns with the expectations of a security solution. It conveys a sense of removal or expulsion—aptly reflecting what Xpel does: it helps schools expel or block digital threats.
In cybersecurity, the stakes are high, and the name needed to reflect this. By choosing a name like Xpel, Forward Edge signaled their intent to provide serious, battle-ready protection for schools without alienating their core audience in the educational space.
A Tougher Tone
The tone of the brand’s messaging was another area where a shift was needed. Forward Edge had built its brand voice around being approachable, educational, and supportive—characteristics that were essential in the edtech space. However, cybersecurity requires a sense of urgency, precision, and authority. The rebranding introduced a tougher tone, designed to inspire confidence and communicate that Xpel by Forward Edge was more than just a tool—it was a protective force against cyber threats.
This shift in tone didn’t mean abandoning the company’s friendly, supportive ethos. Instead, it was about striking a balance between approachability and the seriousness of the task at hand. The goal was to ensure that schools felt both protected and supported, without underestimating the ever-present risks they face in the digital world.
Visual System Designed for Battle
Along with the name and tone, the visual identity of Xpel by Forward Edge underwent a significant transformation. Cybersecurity brands often rely on strong, bold, and somewhat intimidating visuals to communicate their capability in handling digital threats. For Xpel, this meant creating a visual identity that conveyed strength and security, while also maintaining elements that connected it to the trusted Forward Edge parent brand.
The visual rebrand included a more robust logo, with sharper edges and a stronger color palette. The logo now evokes the kind of strength and power needed in the cybersecurity field while ensuring that it did