New-New TrueNAS Logo Unveiled

Most are aware by now that we have decided to unify FreeNAS & TrueNAS into a single software image and brand: TrueNAS Open Storage. With the release of version 12.0, what was previously called FreeNAS will now be TrueNAS CORE. What was formerly TrueNAS will now be TrueNAS Enterprise.

Along with the announcement, we also unveiled a new “shark fin” logo that paid homage to the shark that had been the FreeNAS logomark for just over a decade. We liked it well enough, and user feedback was mostly positive, but some unexpected community feedback gave us second thoughts…

Thank you for removing ‘Free’ from the name

Specifically, there were a number of comments from community members thanking us for removing “Free” from the name, because it removed a stigma held by their peers, colleagues, or bosses that a product with “Free” in the name couldn’t also be of high quality or fit for business use. “I can finally look my boss in the eye when he asks what storage we are using in the lab” is a paraphrase of one such comment. Of course, comments like this were a little tough to hear about a name we held so dearly for so long, but it was awesome feedback to receive because it reinforced one of the major reasons we decided to unify the brands as TrueNAS in the first place.

If you’re reading this, you likely already know that FreeNAS is far more than just a free NAS. You likely already know that it is powerful, enterprise-class software defined storage. Since many of us use it in homelabs, you know that it automatically gets lumped in with low-end NAS systems and you might take offense when it gets compared to Synology or QNAP systems instead of Netapp or EMC. You know these things already, but it’s clear that not everybody does…yet. And, if you think back, it probably took you a while to get there, and the name “FreeNAS” likely didn’t help the cause. And, if we’re totally honest with ourselves, the shark didn’t make things any easier.

We want all users, old and new, to have full confidence in deploying TrueNAS CORE. It’s important to us that you can look your boss in the eye when he asks what storage you’re using in the lab. And, when you prove how successful that’s been, we want you to have that same confidence when you recommend TrueNAS Enterprise once it’s time to replace those overpriced Netapp or EMC arrays. And, we want to make sure everything we do down to our logo helps you make that case.

We’ve Gone Full Corporate

We say that in jest, of course. iXsystems was founded on the principles of “being different”. We embraced open source long before it was ever cool or mainstream. We develop in the open. We try to be as transparent as we can in all we do. We built an enterprise-grade storage product and made it free when everyone else thought we were crazy, and now FreeNAS is the world’s most popular storage software. We have fought hard to keep this identity of being different from the rest of the industry.

Of course, behind that philosophy also exists a very serious company focused on building innovating, high-quality products, world class customer support, and outstanding customer experience. We understand that our desire to be different can’t ever get in the way of you getting your job done, and this extends to the impression our brand makes.

The Abstract Shark Fin?

So, we solicited the help of an outside design agency and started looking at other logomark designs entirely but ultimately came back to playing around with the shark fin: refining it, tweaking it, making it abstract. After all, we couldn’t lose that soul of the product entirely, right? So, during that part of the process, we ended up creating two sharks that were vertical mirror images of one another that once put together sort of formed a cool looking box (some said “shark tank” or “aquarium”). After initially chuckling at the similarity to the box references in the show “Silicon Valley”, we thought, “Ok, this does look pretty cool….box….storage, container…what if the box was open to represent the concept of “open storage”? That looks cool! What if we stacked the boxes for the TrueNAS Enterprise logo to represent the extra protection that comes with high-availability? And, what if we put four boxes side by side to represent TrueNAS SCALE? Wait…..what’s TrueNAS SCALE you ask? Oh, just a little thing we’re working on in the background 🙂 More to come on that soon!

Ok, ok, enough blabbing. Without further ado, we’re proud to unveil the monochrome version of the new TrueNAS CORE, TrueNAS Enterprise, and TrueNAS SCALE logos, we’ve lovingly dubbed “the shark tanks” or “shark boxes”.

Color is in the works, but we couldn’t wait any longer to show you since it’s going to start appearing in TrueNAS 12 nightlies as soon as this week!

We’re excited with what’s coming in TrueNAS 12, not least of which is this sharp new logo, that will hopefully send you marching into your boss’s office first thing tomorrow morning, look her dead in the eye and say, “we’re replacing all of our storage with TrueNAS.”

If you ever need our assistance in doing that, simply fill out a brief questionnaire or email us at info@iXsystems.com. We are standing by to help.

16 Comments

  1. Steve

    1. Why is the new TrueNAS Scale logo depict 4 boxes, I think it should depict 2 boxes with one being slightly smaller kind of like and architects scale.

    2. Will there be a TrueNAS Box signature edition?

    3. When will there be shirts with the new logo since the one I am wearing is now obsolete?

    Reply
    • Simone

      1. Representing “scale out” storage

      2. Only once they hire Gavin Belson as CEO 😉

      3. Not obsolete! It’s what’s called a “throwback” in sports terminology. It gives you more street cred as someone who was a fan long before they went big time!

      Reply
  2. MichaelF

    Can’t imagine what is this!! Or how!?

    “two sharks that were vertical mirror images of one another that once put together sort of formed a cool looking box (some said “shark tank” or “aquarium”). “

    Reply
    • Joon Lee

      It was our abstract take on the shark logos.

      Reply
  3. Gary Adams

    No containers please. Put efforts into stable on EPIC.

    Reply
  4. Kenneth

    It’s awesome!! I like it a lot, so thank you guys for all your hard work, it’s really appreciated

    Reply
    • Joon Lee

      Thank you for your support, Kenneth!

      Reply
  5. Linar

    I don’t agree with the decision. Initial TrueNAS logo with shark fin looked super slick, it had character and was very easily recognizable. It looked serious enough for corporate product, but still, as you said yourself, paid homage to the FreeNAS.

    The new logo looks super generic. If you google “storage logo”, you will easily find stuff that looks very similar (see IBM Cloud Object Storage, Cloudian). And if this new logo would be among those search results without letters, I wouldn’t probably recognize from the first glance that it’s TrueNAS. Even among logos that look different it will be difficult to recognize.

    Reply
    • Joon Lee

      We understand where you’re coming from. However, the decision process for this logo was a long journey and we put a lot of thought into it. In time, we hope you can see that it’s a good logo.

      Reply
  6. Bostjan

    There are 4 logos. You mentioned only 3. What is the remaining logo for?

    Reply
    • Joon Lee

      You’re probably referring to TrueNAS Open Storage. It’s the term we use for our TrueNAS product line so TrueNAS CORE and TrueNAS Enterprise fall under it (literally, check the graphic~).

      Reply
    • Brett

      “TrueNAS Open Storage” (the top logo) is the umbrella brand for all of the different editions (CORE, Enterprise, SCALE)

      Reply
  7. Michael Reed

    As much as we all loved the old shark fin, that’s entirely irrelevant really.
    What matters is the product experience itself, and perception.

    I think these new logos are on-point, modern and assist in showing the ‘differences’ between the products.

    Well done to the designers. Money well spent by the ix systems team.

    Reply
    • Joon Lee

      Thank you for your support. Trust us when we say that we spent a ton of time thinking about and discussing the new logos. Hopefully, this blog gives the community a glimpse of our thought process.

      Reply
  8. audi666

    Well, I don’t like the new logos. You are changing from an unique, recognizable logo to a standard, disposable logo, that everybody has 🙁
    Just if every car manufacturer would have a logo with a car.

    Reply
  9. Marjan

    It wolud be great to have option to stick with shark logo, for all of us that we just love it!

    Reply

Submit a Comment

Your email address will not be published. Required fields are marked *

ESG Labs: TrueNAS Technical Report

iXsystems values privacy for all visitors. Learn more about how we use cookies and how you can control them by reading our Privacy Policy.