Press release

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

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For more than two decades, Kaspersky
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

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The new Kaspersky branding reflects the evolution of our business focus from “cybersecurity” towards ...

The new Kaspersky branding reflects the evolution of our business focus from “cybersecurity” towards the wider concept of “cyber-immunity”. (Graphic: Business Wire)

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.

“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,” said 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 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, 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’.

“The basis for our existing logo was developed in 1997 and many things
have changed since then,” said Andrew Winton, vice president, marketing
at Kaspersky. “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.”

About Kaspersky

Kaspersky is a global cybersecurity company founded in 1997. Kaspersky’s
deep threat intelligence and security expertise is constantly
transforming into innovative security solutions and services to protect
businesses, critical infrastructure, governments and consumers around
the globe. The company’s comprehensive security portfolio includes
leading endpoint protection and a number of specialized security
solutions and services to fight sophisticated and evolving digital
threats. Over 400 million users are protected by Kaspersky technologies
and we help 270,000 corporate clients protect what matters most to them.
Learn more at