emily-hsiao

Emily leads the Visual Design team at Auth0, and is responsible for building the Auth0 brand and creating a cohesive visual experience across all customer touch-points. She manages a growing team of talented brand and digital designers.

Brand Design Manager

Emily Hsiao

A look into the creation of Auth0’s new visual identity



A lot can happen in eight years. Since Auth0’s inception in 2013, everything &mdash; from our product offering to our audience &mdash; has expanded. The company itself has grown from a fledgling startup to a global company servicing thousands of customers around the world. As a brand, we wanted to evolve as well.

But evolving a brand takes time and can encompass new design principles, typography, color palette, logo, and much more. For those who want a deeper look into our process, here’s where our Design Team started, how we approached challenges, and drumroll... where we landed with our exciting new brand! 

![Auth0 Brand Evolution](https://images.ctfassets.net/23aumh6u8s0i/5qYrQhieA9TKR5Vp8ZKvIJ/474140ced2101bcd470c47bba88deaf3/auth0-new-brand-01)

## Understanding Our Audience

Our team went through months of discovery and visual exploration to better understand our audience and drive the direction of our new brand. Our research was three-fold &mdash; we sent out a company-wide survey on how the brand was perceived within the company; conducted interviews with our [Ambassadors](https://auth0.com/ambassador-program) to learn how the brand was perceived externally; and met with analysts to understand our brand within the market. This method helped us collect as many diverse perspectives as possible. 

Throughout that process, we heard a lot of great feedback that influenced the designs and new brand. But there were three common themes that really shaped our decisions:

## 1. Our Brand Was Too Corporate

With the copy on our website and our color palette rigid and dark, we wanted to find ways to infuse more personality into our brand. We set out to create a new visual identity that was dynamic and approachable, including a more modern color palette and gradients, playful illustration style, and 3D elements.

![Our Brand Was Too Corporate](https://images.ctfassets.net/23aumh6u8s0i/43WEhKKWgm50oDyox6ZFXT/97690277f05c50b368ca95954a5f6606/auth0-new-brand-02)

## 2. Inclusivity is Important

The topic of inclusivity surfaced in many ways from many people and was clearly a recurring theme we wanted to address. Suggestions we heard included implementing dark mode within our product and improving the accessibility and localization on our website. Rooted in our mission of inclusivity and technology access, our team will continue to do better with every decision we make.

## 3. Auth-Oh or Auth-Zero?

The most common recommendation we heard was addressing the confusion in our name. Is it an O or a zero? Hopefully, the introduction of the crossbar in the zero will end this debate once and for all. The intent of the new logo was to make this clear &mdash; saving us all time from pondering this question.  

![Auth-Oh or Auth-Zero](https://images.ctfassets.net/23aumh6u8s0i/1p7Rj2lU3c8ZCxUWc9lox8/ae114dcfe452dafc6c32f4a76f54356b/auth0-new-brand-03)

## The Beginning of Something Great

All this to say, a lot of thought, time, and investment went behind the creation of our new brand. Its launch is a culmination of an effort to create an identity that not only represents where we are as a company today but also where we’re headed. This is only the beginning. Over the course of this year, we’ll be working hard to create a cohesive customer journey from beginning to end. Keep an eye out for more exciting things coming your way from our Design Team, and until then, check out more of our [new brand experience](https://auth0.design/). 

<iframe width="560" height="315" src="https://www.youtube.com/embed/hg9Yh1qNuf4" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<include src="asides/AboutAuth0" />


Introducing the Auth0 Brand Evolution

eugenio-pace-new-avatar

Pace co-founded Auth0 in early 2013 with CTO and “brother-in-arms” Matias Woloski while living 7,000 miles apart from each other. Since then, Pace has played an instrumental role in growing Auth0 into a leading identity management company that is loved by developers and trusted by global enterprises. He loves traveling and has visited more than 35 countries for business and pleasure. He currently lives in Redmond, Washington with his wife, two sons, and their labrador retriever. In his spare time, he enjoys the outdoors, rowing, riding bikes, spending time with his family, restoring his 1970 Karmann Ghia, writing his blog, and reading history and philosophy.

CEO and Co-Founder

Eugenio Pace

Why the 'solved problem' of customer identity access management continues to be unsolved



You see something you want on the internet, provided you have the funds, you click, and you buy. From the business side, you receive the data from the click and provide the goods or the service.

Whether you understand the underlying technology or are not, this can seem like a problem that's been solved for a long time, especially when you've had years of Amazon packages reaching your doorstep.

(Gentle spoiler: Part of the reason we created Auth0 was that we didn't see this as a "solved problem;" We saw a lot of potential for the experience to be improved, and we also saw a world becoming more complex and subject to threats.)

<include src="ebook-ads/EvolutionCiam" />

## From 'Nobody' to 'Target'

In the beginning, I think consumers tended to see the process of registering for a website or logging in as an annoyance rather than something that was front and center. "Of course, I need to log in, but who cares? I'm going to use my very original password.' And who's going to check that I'm using the same password for ordering tasty sandwiches, for ordering off eBay, and for my bank account. After all, nobody knows me." Most people in the world are not famous, and so they believed that anonymity would keep them safe because who would target an unknown person?

This clearly changed over time. Consumers suddenly started having problems remembering passwords, having their accounts hacked, dealing with getting locked out of an account, having multiple accounts for a website, or experiencing problems logging in. As our lives transition to all things being digital, and consequently, with more online accounts than ever, the problem got worse.

I believe we have proved that old problems have a nasty tendency to appear again. History will repeat itself, and in some cases, with new force. 

So [Customer Identity Access Management (CIAM)](https://auth0.com/blog/what-is-ciam/) was a solved problem that got unsolved again as our context evolved.

In fact, it was becoming worse every day because, in the process of creating strong customer experiences, organizations had been gathering and keeping a lot of data… and bad actors had realized that you didn't have to target a famous person to see a return on nefarious deeds &mdash; average people could be lucrative targets, too.

And as a lot of people &mdash; famous and average &mdash; turned to the internet for business, and for all things in life: education, healthcare, food, and entertainment, more value was out there to be stolen. This year has only accelerated this process.

![Future of CIAM 1](https://images.ctfassets.net/23aumh6u8s0i/4Qg4oGOVMcUz7islVLUnuO/dc72f7a985f919dc643de96fe4565c41/ciam-separator)
<br />

## Mix in Complexity

Another aspect of today's reality is that an average middle-class house is also becoming more complex with crisscrossed and interconnected systems.

Just pause and think about all the devices and software you likely interact with on a daily basis.

You wake up. Your watch might have been monitoring your body all night. If you're like me, you head out for a run. Your watch or other wearables keep track of your running stats, or if you were going to the gym, your phone knows you are going there, so it shows the fastest route. Then take a shower and jump on the scale, which is WiFi enabled and sends your weight to your phone. Then you likely check your email or Slack; or have an early Zoom with colleagues. Then maybe you log into your bank. Then your kids' school assignments. Maybe it's getting chilly, so you alter the temperature in your home from your phone and send some music to get your day going through your home speakers.

There's a whole myriad of systems that are part of my daily routine, and they are all different. They are also all built, designed, and marketed by different companies. According to Think with Google, [the average person has 35 apps on their phone](https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/average-number-of-apps-on-smartphones/), plus apps that may be on other devices. 

And while they're all supplied by different vendors, they all have one thing in common:

They need to know who I am.

And who my family is. And what is the relationship between all the members? What is each person allowed to do (and not do, like rearrange my favorite playlist)? As well as those outside people and organizations that we deal with. 

It's pretty sensitive. 

The cameras in my home are watching my family, and my bank has my financial information. My health records, even my gym schedule &mdash; everything is pretty sensitive information.

The problem space has exploded in complexity. The old ways of solving these problems don't work anymore.

Even if you go with a password that is more complex than "_password_," we're dealing with literally tens or dozens or hundreds in some cases of applications that we need to interact with all the time. Now people are conscious that everybody is a target. That awareness of the situation is actually influencing the nature of the problem to be solved.

## The Case of the Flawed Candy Surprise

Thankfully, the mindset of consumers is changing. It's a funny story and a good example of how consumer behavior and expectations are changing (for good). This is what happened recently when I tried to surprise my mother.

My mom lives in Argentina. With travel restricted, I haven't been able to see her for a while, so I ordered a box of chocolates online and had them shipped to her home.

Remember, this is meant to be a surprise. A good one, but instead, it turned into a somewhat scary moment for her. When a random guy appears on her doorstep at 7 p.m. at night saying, "Ma'am, I have your chocolates.", she simply says, "No, I didn't order any chocolates. I'm not going to fall for that." Here we have someone involved in a relatively minor transaction rejecting it as suspicious. She knows she didn't order anything, it's kind of late, and I've never done that before. The context of all this raises some alarms.

Now it's pervasive. We are all on the watch. My mom rejected my chocolates and called me very proud, saying, "You know what happened to me? Somebody tried to trick me by pretending that I had ordered chocolates, and they wanted me to sign for them and show my identity card, so I rejected the package."

So now I have to do "multi-factor authentication" to send my mother a gift, "No, Mom," I say. "That was me. I was trying to send you a surprise. I'm going to send you another gift, and it will arrive on this day, and you can accept it."

I ended up sending another present. This particular use case also presents some interesting challenges from a user experience perspective, but that would probably require its own blog post. 

The bottom line is, like, it's very complex. It's not solved from a technical point-of-view or from a consumer end-user point-of-view.

## The Future Is Already Online

A recent Twilio survey found that COVID-19 has [accelerated organizations' digital transformation by an average of six years](https://www.twilio.com/hub/covid-19-myths-enterprise-digital-transformation-twilio-engagement-report). Some of our customers have said as many as seven or even 10. What does that mean for the average person?

The world that we're in has forced a lot of interactions in our lives to happen through a computer; whether the computer is an actual computer or a phone, it is irrelevant. And this has reached all levels of societies.

The digitalization of interactions has accelerated. Everybody &mdash; organizations and end-users &mdash; need to drive more and more with systems and software. And they all have one thing in common. It doesn't matter what they do &mdash; they need to know who you are to perform their function.

Are you a subscriber of this newspaper? Do you own this account in this bank? Do you have this Insurance policy? Are you a member of this club? A member of this gym? Are you a student from this class? Are you entitled to contribute to this particular campaign? Identity permeates everything. It has become a fundamental construct in all systems.

These completely unrelated systems all need to know who you are and then decide what you can do.

And businesses are now expected to not only keep pace with this change but remain ahead of it.

![Future of CIAM 2](https://images.ctfassets.net/23aumh6u8s0i/4zLAixTnRIBaqPFq55HI7A/efeedd42f5dfebd4876b10123fa3de99/ciam-separator)
<br />

## Immediate CIAM Challenges for Businesses

Because Auth0's been in identity for a while, I get asked a lot of questions about where the identity industry is going, in particular CIAM. It's really fun to think about things like intelligent agents having authorization to do things on your behalf and other topics, but faced with the rapid pandemic-induced shift online; I see a handful of immediate challenges for businesses.

* **Companies will have to continue to fine-tune security and user experience**. Shaping the customer experience often means exploring trade-offs between [security and user experience](https://auth0.com/blog/balancing-ux-and-security-at-auth0/). Finding that unique balance for a particular use case is part of why extensibility is such a large part of Auth0. But with the increase of Zoom classes and meetings, the number of bad actors coming for customer data has also increased. Given options, consumers will naturally migrate to the one who is more protective. 

* **Companies that know their customers best will succeed**. Understanding your customer is key to delivering experiences to keep them returning to your brand. With increasing data privacy laws, that means securing customer consent to share information. [PwC research](https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf) found that providing great experiences means access to more information &mdash; 63% of respondents said positive experiences made them more willing to share information. But not understanding your customers' expectations can have rapid negative effects. A third of those surveyed said a single bad experience would cause them to abandon a brand they love.

* **Only companies who don't make it hard to onboard or login, will be successful at retaining customers**. With COVID-19's acceleration of digital transformation, customers have accelerated expectations. As companies expand partnerships, they're drawing data from multiple sources and often asking customers to traverse multiple brands during their buying journey. Partnering with other businesses often means introducing [legacy challenges](https://auth0.com/blog/how-to-improve-customer-experience-in-your-mixed-environment/) at a time when it's increasingly important to get your product to market to deliver seamless experiences across brands and loyalty programs. Customers expect your solution to suit their needs &mdash; in real time.

* **Privacy will be paramount**. The ironic silver lining of data breaches is that they have raised awareness for the average person that their personal data is valuable and deserves to be protected. For organizations, this means starting to think of [data as a liability](https://auth0.com/blog/avoid-sinking-your-code-by-treating-data-as-a-liability/). But at the same time, customers expect organizations to recognize them and only pause their interactions during key moments &mdash; like when they need to make a payment or share sensitive health care information. There's a lot of complexity around how much data to gather, how long to store it, and when you might need to ask your customer to interrupt their experiences with additional verification. Data privacy laws, in effect, shift the power back to the consumer because breaches aren't just about accidentally letting someone into the database, but neglectful care of the consumer data and trust.


As Dave Limp, Amazon Senior Vice President, Devices & Services, said at the [2019 Geekwire Summit](https://www.geekwire.com/special-coverage/geekwire-summit-2019/), "Sometimes there are gray areas, and then you don't know how to write code." Figuring out the right mix of security, privacy, and convenience that provides the ideal experiences for your current and future customers isn't easy, but that's part of why we created Auth0.

## Code vs. No Code

Solution architects and developers are tasked with building things from scratch. The key is choosing the right building blocks. With very few exceptions, no one would build a database from scratch. Or re-invent a new communications protocol. And this is true for the vast majority of applications that businesses need &mdash;. The role of the application builders has become deciding what they are going to build on and what they will make themselves.

There isn't one out-of-the-box solution that will satisfy every legacy, security, privacy, convenience requirement that allows you to rapidly scale for the future. While many CIAM solutions are consolidating, there is a real risk that the solution only solves for the challenges the solution sees at the moment and not for a future when you might need to send your mother in Argentina a box of chocolates during the pandemic.

The power of Auth0 is that it provides developers with out-of-the-box power for the most common requirements **_and_** the building blocks of identity that allow them to build on the foundation of a [modern approach to application development](https://auth0.com/resources/whitepapers/state-app-assembly-2020). 

But application builders are a skilled bunch, and sometimes your marketing team wants to test rapid changes, like, for instance, altering the color of the login box to adjust to a brand change. These kinds of changes can easily be handled by the marketing team and allow you to save your developer for more complex problems, like solving for future needs. There will always be things that we think of as advanced features that every customer will come to expect.

But the very best CRM (customer relationship management) systems operate completely behind-the-scenes. And this is not to be underestimated. This kind of invisibility doesn't just happen naturally. It requires grace and skill on the part of an organizations' team as well as the identity vendor (ideally Auth0) they choose to help deliver that experience because the best identity experience for your customer is the one that pretends not to exist so that your customer doesn't have an annoying interaction with a login box but signs in directly to your brand.

<include src="asides/AboutAuth0" />


The Evolution of CIAM

001c9ddc5ceb9829b6aaf24f5d28502a

I am software developer with a keen interest in open-source technologies, Linux, and native development. I've worked on many different platforms Android, iOS, Win32, Linux, FreeRTOS, the Web, and others. I've gone through the whole stack and I enjoy learning and using the latest technologies. I now work as a full-stack developer at Auth0.

Senior Engineer

Sebastian Peyrott

We take a look at the evolution of JavaScript, arguably one of the most important languages of today, and tomorrow

"evolution"