Building a safer world with Kaspersky: The company unveils new branding and visual identity

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Kaspersky Lab has been providing the best security solutions to its customers for over two decades. With the world increasingly becoming digitized and globalized, the company has revamped its brand identity, to move beyond the anti-virus laboratory and become a technology leader with an advanced and extensive portfolio of cybersecurity solutions and services. These solutions include creative products and technologies, cloud services and world-class threat intelligence.

As a part of the re-brand, the company name (Kaspersky Lab) simply becomes ‘Kaspersky’, with a new mission: ‘building a safer world’, emphasizing the commitment to a transparent and trusted future where everyone has the endless opportunities technology brings.

Cybersecurity nowadays is not just about protecting devices but also developing an ecosystem where every connected thing is protected. Kaspersky’s new vision shows the company’s commitment to this evolution, supporting the development of secure connected systems. It also marks the development of higher industry standards for the future.

“Since we founded our company more than 22 years ago we’ve seen both the cyberthreat landscape and our industry evolve and change beyond recognition, while witnessing the growing role of technology in our lives both at work and at home. Today the world has new needs, and our rebranding reflects our vision to meet those needs – not just for today, but well into the future. Building upon our successful track record in protecting the world from cyberthreats, we’ll also help build a safer world that’s immune to cyberthreats. A world where everyone is able to freely enjoy the many benefits that technology has to offer,” commented Eugene Kaspersky, CEO of the company.

As Kaspersky, the organization will encourage customers to trust, embrace and use the latest additions that are protected by its technologies.

New visual identity

The company has also updated its visual identity. The re-branding reflects the essence of their business from ‘cybersecurity’ towards the broader concept of ‘cyber-immunity’.

The new logo of Kaspersky is designed from geometric and mathematically exact letterforms. It represents the top-class software engineering expertise that the company evolved from and to which it remains committed. In the name change line, Kaspersky has dropped the word ‘Lab’.

“The basis for our existing logo was developed in 1997 and many things have changed since then. Previously, we used letters from the Greek alphabet that are just not relevant anymore due to the changes in the breadth and depth of our communications – we need to look to the future and embrace the digital world. It seemed logical to remove the Lab from our name when we were developing the new visual identity – as we wanted to simplify our branding in a way that helps to deliver our newly inspired philosophy and mission, whilst still highlighting our company’s wide range of technologies,” said Andrew Winton, Vice President, Marketing at Kaspersky.

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