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

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, we have 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. Our company name becomes simply ‘Kaspersky’, and our new mission: ‘building a safer world’, emphasizes our commitment to a trusted and transparent future where everyone has the endless opportunities technology brings because we protect it.

The new branding reflects the evolution of our 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.

New visual identity
As part of the rebrand, we have also updated our visual identity to reflect our core values and the essence of what Kaspersky stands for as an organization. The new logo is created from geometric and mathematically exact letter forms, representing the top class software engineering expertise that the company originated from and to which we remain committed. In line with the name change, we have also dropped the word ‘Lab’.

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