How Kaspersky’s new brand is engineered to bring on the future

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As you may already have noticed, we have a new look. A radical new haircut, if you will. We trimmed the “Lab” and are now just Kaspersky.

But the new look is more than just dropping a few letters and adding a fresh coat of paint. That’s just the start. Our new mission is: Building a safer world.

That’s all of our customers’ futures: families, individuals, and businesses of all types and sizes all over the world, from the Kuril Islands to Kathmandu.

And just like the first step in any big journey, it starts at home. Here’s our founder, Eugene Kaspersky, on the idea behind our new identity.

But this post isn’t just about the company’s direction. For typography nerds, interested in the very fine lines, and for more on how our brand is evolving, here’s the full story.

In the beginning was the word

Our current logo was developed way back in 1997, when the company was taking its first baby steps. The wordmark (Kaspersky’s name logo) used shapes from the Greek alphabet. The word “Lab” would often go unnoticed by the viewer, and it didn’t always make sense to the audience. Our customers have always just called us Kaspersky.

As the Internet gained popularity, it brought new formats. That’s a nice way to say that our logo, with its shapely font and red triangles, was tough to read on smaller screens.

Our new look

Now, more than two decades later, we’re giving our wordmark a new look. Created in collaboration with Moving Brands, the wordmark uses geometric and mathematically exact letters and individual elements. An open, yet also secure. The letters a, p, and e symbolically connect our engineering past with our continued commitment to precision technology engineering.

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