Russia-based cybersecurity firm, Kaspersky has unveiled a redesigned logo, dropping off the word ‘Lab’ from its brand identity. With the rebrand, the firm will henceforth be known simply as ‘Kaspersky’ not ‘Kaspersky Lab’, an identity it’s used since it was founded over 20 years ago in 1997.
In a statement, the firm said that for more than two decades, it had been “offering the best security solutions to customers” but added that “as the world has become more digitised and globalised” it has moved beyond the anti-virus laboratory to become a “technology leader with an advanced and comprehensive portfolio of security solutions and services, including innovative products and technologies, cloud services and threat intelligence.”
(TOP: The redesigned Kaspersky without the word ‘Lab’).
“Today’s rebranding reflects that transformation. Our company name becomes simply ‘Kaspersky’, and our new mission: ‘building a safer world’, emphasises our commitment to a trusted and transparent future where everyone has the endless opportunities technology brings, because we protect it,” it said, adding that “the new branding reflects the evolution of the business focus from “cybersecurity” towards the wider concept of “cyber-immunity”.
“We live in a world where technology connects us across platforms and borders like never before. We are at a cross section where humans and technology are collaborating to improve our lives. Cybersecurity in today’s world is consequently about more than just protecting devices, but developing an ecosystem where everything connected is protected. Kaspersky’s rebranding marks the company’s commitment to this evolution, and to leading the development of higher industry standards for the future. It also marks the company’s support for the creation of connected systems that are secure-by-design and no longer where security is only an optional add-on layer at the end,” the firm stated.
Commenting on the new rebranding, Eugene Kaspersky, the CEO and founder of the company, said: “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.”
According to the firm, the new Kaspersky logo is created from geometric and mathematically exact letter forms.
“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.
Kaspersky’s cybersecurity portfolio includes endpoint protection and a number of specialized security solutions and services which fight sophisticated and evolving digital threats. Over 400 million clients use the company’s solutions and services, including 270,000 corporate clients.