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Jens-Philipp Jung, Link11 CEO: A look back to look ahead
If you had told me in 2005 that our newly-founded company would one day help protect some of the world’s most critical infrastructure, I probably wouldn’t have believed you. Not because we didn’t dream big—we did—but rather because cybersecurity looked very different at the time. And so did we.
Link11 was born from our frustration with what seemed like an obvious problem: companies were becoming increasingly vulnerable to denial-of-service attacks, yet no one seemed to be addressing them with enough urgency, elegance, or reliability. So we rolled up our sleeves, built our own tech stack, and answered support calls ourselves. We pulled all-nighters because if a customer was under attack, it was personal.
Over the years, we grew from a handful of passionate engineers in Germany to a global company with customers across the world. We evolved from a DDoS protection company into a platform that protects, accelerates, and empowers digital businesses.
Today, we’re unveiling a new identity that reflects the company we’ve become and the one we plan to be in the future.
Why We Have Rebranded
Rebranding is one of the most visible things a company can do. And if done right, it is also one of the most meaningful.
This decision was the result of lots of deliberation from both internal and external stakeholders. Our product has evolved massively over the last 20 years, as has the threat landscape. We felt, after much reflection, that our old identity didn’t reflect this change and the role we want to play in the industry’s future.
Our old brand was built for where we started. But we’ve outgrown that phase. We now need an image that reflects:
- The expanded breadth of our solutions, which now include Secure CDN, DNS, WAAP, and analytics.
- The international scope of our operations, with presence in 3 continents and over 40 edge locations.
- The clarity of vision we’ve developed, defending digital ecosystems at scale, with precision and trust.
This rebrand is our way of aligning our external image with our internal reality.
The Evolution of Our Logo: A Visual Reflection of Our Journey
Logos are more than just symbols; they are also milestones.
2005 – 2015: The Interlocking Rings
Our very first logo featured two elliptical, interlocking rings. It was inspired by the idea of networks—open, fluid, and always connected. This visual stood for resilience through redundancy, a core principle of our DDoS mitigation architecture even in those early days. The shape also conveyed motion, reflecting the real-time nature of our protection.
2011 – 2025: The Server Bars
In 2011, we introduced a bolder, more technical look. The three horizontal bars, angled forward, represented the three pillars of our server architecture: self-built, high-performing, and ready for scale. This era was defined by growth, whether this was our international expansion, telco and enterprise adoption, or the beginning of our cloud-native evolution. The logo projected stability and our engineering-first DNA.
2025 – Today: The Shield – Built to Defend
Our new logo represents our past and our future strategy:
- Its forward-leaning geometry reflects agility, precision, and control.
- The shield form remains. But it has been reimagined with sharp, dynamic angles, capturing our proactive build-to-defend mindset.
- The green color evokes growth, safety, and sustainability, values that resonate with our people, customers, and partners.
- And the stylized mark is now modular, scalable, and iconic—ready to live across interfaces, devices, and the evolving digital edge.
This new symbol tells the story of where we’ve been, and where we’re headed.
What the New Brand Represents
We’ve introduced a modern design system: clear, bold, minimal. It reflects our commitment to simplicity in an industry that’s often dominated by complexity.
We’ve adopted a new voice: confident, but never arrogant. Direct, but never cold. Our goal is to communicate the way we build products: secure, smart, and easy to engage with.
And we want to use our brand not just to say what we do, but to help more people understand why we do it.
What Will Never Change
However, it’s important that we retain the core values that have made our business into what it is today.
- We build everything ourselves. Our entire stack—from detection to mitigation—is developed in-house, allowing us to innovate faster and with more control.
- We operate with care. Whether you’re a startup in Berlin or a telco in Tokyo, we treat your traffic like our own.
- We stay sharp. Cybersecurity isn’t a game of catch-up. It’s a mindset of anticipation, and that mindset fuels everything we do.
- We remain independent. In a landscape dominated by giants, Link11 is proud to remain founder-led and innovation-driven.
What Comes Next
Changing a fundamental aspect of your business’s image is the sign of a new start and a look to the future, But what does that mean for us?
You’ll see us investing more in platform capabilities that blend security and performance. We’re making threat intelligence more actionable. We’re doubling down on forensic transparency with real-time observability tools. We’re enhancing the developer experience for faster onboarding. And we’re expanding our physical infrastructurewith new scrubbing centers and global POPs.
We’re also investing in you—our customers, our partners, and our community. We’re launching more resources, more touchpoints, and more ways to collaborate. If you’ve known Link11 for years, we want you to feel the continuity. If you’re just discovering us, we want you to feel at home.
A Note From Me to You
I want to take a moment to say something personal.
This rebrand means a lot to me. Not because of the font or the logo, but because of what it symbolizes. It’s a line in the sand. It says “We’ve grown, we’ve matured, and we’re ready for what’s next.”
It also reminds me why I started Link11 in the first place: not to build a company that simply reacts to threats, but to build one that makes digital progress safer by default.
I’m grateful to our incredible team across Germany, Canada, and Israel who have poured themselves into this process. Their input has been invaluable, not just in the brand work but also in the product work that earned us the right to rebrand in the first place.
I’m grateful to our customers and partners, who challenge us to be better every day.
This isn’t just a new look.
It’s a new chapter.
Let’s write it together.
Jens-Philipp Jung
CEO & Co-Founder, Link11
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