The evolution of the Fortinet logo: Decades of security
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The evolution of the Fortinet logo: Decades of security

Fortinet Logo History

For those familiar with the worlds of technology and cybersecurity, the Fortinet logo has emerged as an instantly recognizable symbol in recent years. However, few know much about Fortinet logo history, or where the company’s unique branding strategy came from.

Dedicated to protecting and defending the growing number of internet and technology users in the world today, the Fortinet company has built its brand around trust. Like many technology and software brands, Fortinet has experimented with its identity over the years.

In fact, the company started life with two different names before eventually choosing the “Fortinet” moniker, to symbolize fortification and protection. If you’ve ever wondered about the visual identity of the Fortinet organization, you’re in the right place.

Today, we’re looking at the history and evolution of the Fortinet brand mark. 

What is the Fortinet logo? Introducing Fortinet

Before we start exploring the unique elements of Fortinet logo history, it’s worth taking a moment to talk about the evolution of the brand. Today, Fortinet is a well-known cybersecurity company, with headquarters in California. 

The organization specializes in the development and sale of digital security solutions, such as endpoint protection tools, intrusion detection systems, and firewalls. Though it began as an American company, the brand now has offices around the world. 

Fortinet was first launched in 2000, by Michael and Ken Xie. Originally, the duo chose the name “Appligation” for their organization, before switching to “ApSecure” later in the same year. 

After both names failed to earn the desired attention, the team chose the new moniker “Fortinet”, based on the two words: “Fortified” and “Network”. The first product produced by the brand, “FortiGate” was then introduced 2 years later, in 2002. 

Over the years, Fortinet grew more profitable, acquiring new companies to help with product development, and expanding across various countries worldwide. Unfortunately, Fortinet has also been at the heart of significant controversy. 

In 2023, for instance, Fortinet Fortiguard devices were found by Microsoft to be responsible for a variety of ongoing cyberattacks by an entity in China. 

Fortinet logo history: The evolving Fortinet icon

As mentioned above, the Fortinet team experimented with two different brand names before officially settling on the “Fortinet” moniker. Unfortunately, no logo designs exist online today to demonstrate what the company’s initial visual identity might have entailed. 

At present, we can only take a closer look at Fortinet logo history by examining the two emblems the company introduced for the brand as it is named today. 

Fortinet Logo History


At a glance, the original Fortinet logo looks almost exactly the same as the emblem most people are familiar with today. The color palette is the same as the one used in the brand mark today, featuring black lettering, with a red icon replacing the letter “O”. 

The original Fortinet logo, like the current design, was a stylized wordmark, with a single unique component in the form of the “O” icon, designed using a series of red blocks with curved edges. The icon was intended to demonstrate protection and security

Either side of the Fortinet icon, we see the letters making up the rest of the company’s name. The typeface chosen for this version of the logo was relatively unique. Each letter was depicted in uppercase, with elongated lines and geometric elements in certain places. 

Notably, some of the bars in parts of the letters have been separated from the rest of the character. This gives the overall design a more modern and artistic appearance. 

Fortinet Logo History


In 2009, Fortinet made the first and only change to its official logo so far. The overall structure of the logo is the same, featuring a wordmark with the unique Fortinet icon in place of the letter “O”. However, in this version, the design has been refined and enlarged. 

The letters appear slightly closer together, with less stretching between the letters, making the image appear more balanced and sophisticated. The gaps in some of the letters have been eliminated, giving each character a greater sense of stability.

Additionally, the font choice appears to be bolder in this inscription, adding to the overall strength and professionalism of the company’s brand identity

Fortinet Logo History

The Fortinet icon

Alongside the official wordmark, Fortinet introduced a separate icon for its brand in 2009, based on the unique “O” in the original logo. This icon consists of a series of 8 squares, arranged into an oval shape with curved edges. 

The icon is intended for use in situations where the full Fortinet inscription may be too large to appear in full, such as on apps or browser pages. 

Fortinet’s icon is depicted entirely in red, a color sometimes associated with danger, but also with passion, vitality, and power. 

What does the Fortinet logo mean?

Fortinet chose a relatively simplistic design for its brand identity. There aren’t a lot of decorative elements or flairs to mention, particularly in the updated logo. However, there’s still meaning behind the image. The color choice, for instance, is meaningful. 

Though black and red are sometimes used to convey danger, in this instance, they’re intended to demonstrate power and passion. The red “O” draws attention to Fortinet’s commitment to preserve the vitality of their customers in the digital world. 

The font choice, with its bold geometric elements and strong lines, connect Fortinet with the technology landscape, and give the company a more professional image. 

Most important of all is the Fortinet icon. The stylized letter “O” is intended to be a graphic representation of a top-down view of a castle turret. According to Fortinet, it’s a symbol of security and protection, highlighting the company’s core values. 

The Fortinet logo: Fonts and colors

By choosing a relatively straightforward logo straight away, Fortinet ensured it could create a visual identity capable of standing the test of time. The company has only updated its logo once, choosing to refine the lettering to make it look more durable and reliable. 

Today, the Fortinet logo is a symbol of strength and protection, intended to empower users, and give them the peace of mind they’re looking for in the digital space. If you want to examine the elements of the Fortinet logo in closer detail, you can find some useful resources here:

What color is the Fortinet logo?

The Fortinet logo colors haven’t changed since the company introduced the first iteration of its brand mark in 2002. The company has always used the color black to symbolize excellence and professionalism, accompanied by a bright shade of red. 

Red is a color we associate with danger, but also vitality, life, and passion. Used correctly, this color palette reminds customers of the dangers of the digital world, while also positioning Fortinet as a partner for protection and preservation. 

The official Fortinet logo color palette uses the following shade of red:

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What font does the Fortinet logo use?

At a glance, the Fortinet logo font might seem like a simple sans-serif font, with unique geometric elements. It has some similarities with the Helvetica Neue family of fonts, but each letter has been carefully hand drawn, to include modified lines and curves. 

The letters are slightly more squared than they would be in a traditional typeface, connecting Fortinet with concepts of structure and stability. 

An enduring symbol of security: The Fortinet logo

Looking back at Fortinet logo history, we can see the security company hasn’t made many changes to its brand identity over the years. The original Fortinet logo was only altered slightly once, to give it a greater sense of stability and balance. 

The current Fortinet logo is intended to be a symbol of passion, protection, and reliability. It tells customers they can trust the brand to protect their vitality in the evolving digital world. Though simplistic, the Fortinet logo is modern, engaging, and brimming with deeper meaning. 

Fabrik: A branding agency for our times.

Stephen Peate
Creative director
Stephen Peate
Creative director
As Fabrik’s creative director, Stephen oversees complex branding programmes. He advises our clients on their tone of voice, creates logos and visual identities and crafts names for companies, products and services. Writing for Brand Fabrik Stephen reflects his love for logo design and visual identity.

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