New-New TrueNAS Logo Unveiled


June 2, 2020

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 We are standing by to help.

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