LifeLock unveils new look focused on the people we help protect

Hello, new LifeLock

Today, we’re giving LifeLock a new look, and I’m excited to share why.

Protecting your identity has always been our purpose. Now, our own brand reflects it more clearly.

Identity theft used to be a narrower problem: someone opens a credit card in your name, you catch it, you fix it. These days, one leaked password or one stolen Social Security number can be combined with data on the dark web, in social media, or data broker sites to compromise all aspects of your identity: your credit, your bank and investment accounts, and even your family.

That’s why LifeLock’s brand has grown: to better capture the full scope of how we help protect what you’ve built, because behind every identity is a person building a life worth protecting.

Every element of our new look was designed with intention. We’ve updated our logo by transforming the two capital Ls in the LifeLock name into what we’re calling our “Signature L Frame,” a distinctive design that puts the people we protect right at the center.

You’ll see it show up everywhere: on our updated website, in our app, across our marketing. Wherever it appears, we hope it reminds you that everything we build starts with you. Our goal is to help you feel more visible, more in control, and free to keep building your life without fear of losing what you’ve worked hard for.

Our look and feel is now warmer and more human, too. We designed it to feel approachable and modern, shaped around the people we protect.

As the leader in identity theft protection in the U.S., we see how these threats evolve before most people do. This rebrand marks the visual expression of a promise we’ve been building toward for a while now: that LifeLock brings together the leading technology, expertise, and white-glove support to protect your identity, no matter how complex your life gets. Should the worst happen, we’re here to help you and your loved ones every step of the way, restoring what’s damaged, and, when eligible, reimbursing what’s lost until you feel whole again.

That promise keeps showing up in how we build out our offerings, too. We’ve recently strengthened our Scam Support and Reimbursement, added Card Exposure Control to help you see (and remove) where your card information is stored online, and rolled out enhanced anomaly detection to help spot suspicious activity across your accounts before it becomes a bigger problem.

Our look is new, but what we stand for is as steady as ever: relentlessly protecting your identity, wherever life takes you next. As life changes, we’ll keep protecting what you’ve built, what you love, and what comes next.

Say hello to the new LifeLock: same promise, refreshed look.