The “New” Exabeam: Brand Evolution for our Next Phase of Innovation and Growth

In today’s dynamic business landscape, mergers and acquisitions have become a common strategy for growth, innovation, and market expansion. However, the success of a merger extends beyond financial and operational integration — it hinges significantly on the successful merging of brand identities.

The merger of Exabeam and LogRhythm marks a new beginning and transformative phase in the company’s lifecycle. Adopting a new brand identity reinforces this message, signaling a new era of innovation and growth. It showcases a commitment to progress and our intention to leverage the combined strengths of both organizations to deliver superior products and services.

As the Chief Marketing Officer for Exabeam, I’m excited to unveil our refreshed brand identity to the market, and even more excited for what’s next for the company.

Why the Exabeam Name?

People ask how we decided to continue with Exabeam as the post-merger company name. The answer is simple: increasing threats. We believe data is the key to effective defense. LogRhythm has two decades of experience handling large scale, mission-critical security data. Exabeam, on the other hand, pioneered the integration of AI and machine learning in its products to deliver behavioral analytics on top of security information and event management (SIEM). Exabeam has always held deep expertise in AI and machine learning, and its brand has reflected that since the beginning. AI, machine learning, and superior analytics are required to handle the enormous volumes and types of data security teams are dealing with today to protect their organizations—that’s what Exabeam is all about and that’s why we’re leaning into the Exabeam brand going forward.

Exabeam is now the largest, fully dedicated, independent vendor in the SIEM and security operations space. We are incredibly excited to bring together two cybersecurity SIEM and UEBA innovation leaders with renowned and demonstrated track records in serving customers with effective threat detection, investigation, and response (TDIR) – now under one unified Exabeam organization.

New Logo Mark: Honoring the Past, Embracing the Future

In creating a new brand identity, it was essential to honor the legacies of the merging companies. We wanted to incorporate elements that paid homage to the heritage, values, and achievements of both entities. This respectful blending acknowledges the past while emphasizing the future, and helps to preserve customer loyalty and employee engagement. Our new logo is designed to reassure our stakeholders that the strengths and successes of the legacy brands will continue to be valued and built upon.

With that in mind we had two guiding principles for the Exabeam brand identity update — we sought to represent both Exabeam and LogRhythm in a fresh new way, and we strived to provide a sense of familiarity to both of our customer audiences. We wanted to create the excitement of a new beginning while simultaneously leaning into the legacy leadership of both brands.

When Exabeam was founded, the product could process many gigabytes of data. The terms “giga” and “tera” already saturated the tech landscape, so the co-founders looked to the future and aimed for an exabyte, or one billion gigabytes. The product acted like a beam of light, shining down on interesting patterns within huge volumes of log data. ​

Originally named “Security Conscious, Inc.”, LogRhythm drew inspiration from the iconic flatirons of Boulder, Colorado where the company was founded. These natural structures anchor the heritage of the business and embody the steadfastness and resilience that define the LogRhythm brand.​

Building on the rich brand stories of both companies, we updated the logo mark for Exabeam. Fresh, yet familiar — it’s now reflective of a combined color palette that represents each company and visually reminiscent of the flatirons. At the same time it serves the characteristics of the original Exabeam brand values that will continue into the future: bold, modern, innovative, and forward-moving. You’ll also see other new design elements from us that reflect movement and rhythm, capturing the dynamic nature of an AI-driven world.

Unifying Corporate Culture

A merger provides an opportunity to expand market presence, highlight combined capabilities, and differentiate from competitors. But companies are first and foremost about the teams that lead them — people are at the core of our business. Our new brand not only signals a fresh start and clarifies our market position, but also serves to unify our employees under a shared vision and set of values. This identity symbolizes our ethos — relentless focus on customer success, dedication to continuous innovation, and an unwavering commitment to operational excellence — encouraging and inspiring employees from both sides to embrace the future and work together towards common goals.

New Path Forward

Joining our two fantastic teams together, I’m thrilled for what’s ahead — taking our new brand identity to market, building upon a strong AI-driven foundation that provides immense value to security teams, and fostering a cohesive corporate culture in this next phase of growth for Exabeam.

Organizations require AI, machine learning, and superior analytics to handle the vast amounts and diverse types of data necessary to protect against ever-evolving threats. This has always been Exabeam’s focus and will continue to be our priority as we embark on our new path forward as a combined organization.