Tuesday, June 18, 2024

Kaspersky Lab drops ‘Lab’ in name, unveils new slogan

Russian security firm is rebranding and the company’s name will now become simply ‘Kaspersky’. It also has a new corporate slogan: ‘building a safer world’.

The company said the new branding reflects the evolution of its business focus from “cybersecurity” towards the wider concept of “cyber-immunity”.

Kaspersky’s rebranding 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.

“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,” commented  Eugene Kaspersky, CEO of Kaspersky.

“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.”

As part of the rebrand, the company also updated its visual identity. The new logo is created from geometric and mathematically exact letter forms, representing software engineering expertise that the company originated from.

“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 at marketing at Kaspersky.


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