Eugene Kaspersky, CEO of Kaspersky, says, "Since we founded our company more than 22 years ago, we’ve seen both the cyber threat 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."

He adds, "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 cyber threats, we’ll also help build a safer world that’s immune to cyber threats. A world where everyone is able to freely enjoy the many benefits that technology has to offer."

With the mission of 'Building a safer world', the company will aim to enable everyone to embrace, trust and use new innovations that are protected by its technologies.

New visual identity

As part of the rebrand, the company has updated its visual identity to reflect its core values and the essence of what Kaspersky stands for as an organisation. The new logo is created from geometric and mathematically exact letterforms, aiming to represent the software engineering expertise that the company originated from, and to which it remains committed. In line with the name change, the company has 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," says Andrew Winton, vice president: marketing at Kaspersky. 

"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 while still highlighting our company’s wide range of technologies," adds Winton.

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