Silicon Trust – rejuvenating the brand

Since the year 2000, when the Silicon Trust was founded by Infineon Technologies as a marketing program for smart card solutions, the program has developed to be a key partner platform for companies aiming at promoting the use of silicon-based security in a broad variety of ID applications. For those of you who aren’t into technology, this means chip-based security, such as smart cards or dongles, rather than pure software solutions. For those of you who don’t know what a dongle is, I am afraid you are reading the wrong blog.

With more than 15 active member companies in 2012, Silicon Trust now forms a strong community of like-minded companies. Today, the driving force behind the Silicon Trust are the three executive board partners: Gemalto, Giesecke & Devrient and Infineon Technologies, supported by the German Federal Office for Information Security (BSI) and the Fraunhofer Research Institution AISEC in the Silicon Trust advisory board. Many other companies along the value chain of silicon-based security participate in Silicon Trust discussions and activities

The Silicon Trust Program is one of the most established marketing programs in the security industry. It is also one of the longest standing Krowne projects. Since the founding by Infineon Technologies in 2000, Krowne has administered and marketed the activities of the Silicon Trust and it’s partners.

In the course of 2011, it became clear that the program’s focus was to move more towards the public sector and ID applications. The Silicon Trust Board agreed with Krowne’s suggestion that a look and feel redesign would help reinvigorate the brand and would go some way to help emphasize and support this new direction.

Krowne designed a new logo under the auspices of the program’s committee members and developed a new look-and-feel that Krowne thought gave the program a classic, trustworthy, yet current look, which is suitable to address the target group of international governments and political institutions. The design symbolizes the different partners that make up the Silicon Trust as well as the multitude of applications and topics it addresses. So far, feedback has been very, very positive!

Krowne Communications is responsible for the day-to-day running of the Silicon Trust, lobbying event facilitation as well as the blog, <; Krowne Communication also published The Vault, the program’s custom publication.