Kaspersky drops ‘Lab,’ unveils new branding and visual identity

For more than two decades, Kaspersky Lab has been offering the best security solutions to customers in pursuit of its mission to save the world. As the world has become more digitized and globalized, the firm said 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 world-leading threat intelligence.

Today’s rebranding reflects that transformation. The name, according to the company, becomes simply “Kaspersky,” and its new mission, “Building a safer world,” emphasizes its commitment to a trusted and transparent future where everyone has the endless opportunities technology brings because the company protects it.

The new branding reflects the evolution of the business focus from “cybersecurity” toward the wider concept of “cyber-immunity.” Today’s world connects people with across platforms and borders like never before. Humanity is at a cross section where humans and technology are collaborating to improve 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.

“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” said Eugene Kaspersky, CEO of Kaspersky.

As Kaspersky, with the mission of “Building a safer world,” the company will enable everyone to embrace, trust and use new innovations that are protected by its technologies.

New visual identity

As part of the rebrand, the firm also updated our visual identity to reflect its core values and the essence of what Kaspersky stands for as an organization. The new logo is created from geometric and mathematically exact letterforms, representing the top class software engineering expertise that the company originated from and to which it remains committed. In line with the name change, the firm also 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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