TRUSTe was founded in 1997 to provide companies with a way to demonstrate their commitment to privacy and build online trust. For nearly 20 years, consumers looked for its iconic certified privacy seal on web sites and companies were proud to display it.
As privacy regulations and the online ecosystem evolved, TRUSTe expanded their offerings to include a technology platform and consulting services. While the new technology based offerings are the largest portion of their business, most people continued to think of TRUSTe as a privacy certification company.
TRUSTe engaged Brand Zoo to refresh its brand to better align the company with the evolving market, and to help it capture a greater share of that market.
The result is a new brand narrative that balances the company’s legacy, its future and the unmet needs of customers. The result is also a new web site and marketing materials articulating the company’s unique values, expertise, and technology.
And the result is a new name that links the past and the future.
TRUSTe is now TrustArc.