{"id":13399,"date":"2019-06-04T04:05:06","date_gmt":"2019-06-04T08:05:06","guid":{"rendered":"https:\/\/me-en.kaspersky.com\/blog\/kaspersky-rebranding\/13399\/"},"modified":"2019-09-24T18:26:24","modified_gmt":"2019-09-24T14:26:24","slug":"kaspersky-rebranding","status":"publish","type":"post","link":"https:\/\/me-en.kaspersky.com\/blog\/kaspersky-rebranding\/13399\/","title":{"rendered":"Introducing the new us"},"content":{"rendered":"

I\u2019ve heard it said: \u201cLife needs shaking up more often than not, so it doesn\u2019t turn sour.\u201d<\/p>\n

Well, no chance we could ever let things go sour here at KL \u2014 not in the industry we\u2019re in, which is constantly and rapidly changing. Still, sometimes it is useful to stop, take a look at yourself as if through someone else\u2019s eyes, think about what\u2019s around the corner, and make a few changes to the look and feel of the company accordingly. And so it is with this lyrical introduction that I want to formally announce our rebranding and explain why we\u2019ve done it.<\/p>\n

\"\"<\/a><\/p>\n

We were born in the 90s<\/a>. Back when we founded the company in 1997, we had just one simple<\/span> goal: Make the best antivirus in the world. There was no talk of positioning, image, or brand philosophy. But that was then; this is now. It\u2019s been 22 years, and everything\u2019s changed.<\/p>\n

We now employ more than 4,000 people and protect hundreds of millions of individuals and businesses around the world. The very concept of antivirus, our original cornerstone, has become obsolete<\/a>. The world has become so dependent on cyber-everything that no sphere of modern life has been left untouched by it. And we\u2019re ready to protect all of it, from home users on the Internet to large corporations, governments, industry, and infrastructure. One thing has remained the same, however, since the beginning: We produce the very best<\/a> security solutions on the market.<\/p>\n

With so much having changed, it was high time we thought about how we looked to folks on the outside \u2014 to see if that, too, might need some shaking up. After all, our logo was designed back in 1997, when the company was just taking its first steps. In that logo we used the Greek alphabet with lots of fine detail, but 22 years on, much of it has lost its relevance.<\/p>\n

So, after lots of work behind the scenes, today we\u2019re formally updating our logo! The new logo employs geometric, mathematically precise letter forms, representing the values that define us: for example, the highest standards of engineering. Another noticeable innovation is that we\u2019ve removed the word Lab<\/em>. That change was in the cards for years; we\u2019re often referred to simply as my surname<\/em> around the world anyway \u2014 and always have been, for convenience, simplicity, brevity, or plain absence of need for anything else. Now we\u2019re just \u201cKaspersky.\u201d Shorter, simpler, clearer, more utilitarian, easier, more memorable (I could go on \u2026 ).<\/p>\n

But if you dig a little deeper, you\u2019ll see we\u2019re not just changing our logo. The whole company\u2019s changing.<\/p>\n

In recent years, our approach to business, to our products, and to ourselves \u2014 not to mention, our vision of the future \u2014 has changed. All these years we\u2019ve been saving the world, fighting cyber-sin in its many incarnations, but, as I mentioned above, we\u2019ve been changing too as we grew (I should have been a poet). Now, we feel<\/span> know it\u2019s in our power not only to save<\/em> the world, but also to build<\/em> a more protected, safer world from the ground up. I firmly believe that the concept of cybersecurity will soon become obsolete, and cyberimmunity will take its place.<\/p>\n

Information systems should be designed and built secure; they should not require add-ons in the form of (never quite fully secure) security solutions. That is the future we\u2019re working on: a real, tangible future in which life will be simpler, more convenient, and more interesting \u2014 not some flowery, imagined future straight out of science fiction. And this world is taking shape little by little, day by day. I am sure that in this safer world we\u2019re helping create, technologies will no longer be a source of constant threat, but instead provide tons of new possibilities, opportunities, and discoveries.<\/p>\n

There you have it, the new \u2026 K!?!<\/em> (What? No more KL, as <\/em>I like to abbreviate us? Oh well, progress always requires some sacrifice!)<\/p>\n","protected":false},"excerpt":{"rendered":"

Eugene Kaspersky on why Kaspersky Lab became simply Kaspersky \u2014 and the plans behind that change.<\/p>\n","protected":false},"author":13,"featured_media":13402,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,1485],"tags":[2178,72,28,352,2106],"class_list":{"0":"post-13399","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"category-special-projects","9":"tag-cyberimmunity","10":"tag-eugene-kaspersky","11":"tag-kaspersky","12":"tag-kaspersky-lab","13":"tag-rebranding"},"hreflang":[{"hreflang":"en-ae","url":"https:\/\/me-en.kaspersky.com\/blog\/kaspersky-rebranding\/13399\/"},{"hreflang":"en-in","url":"https:\/\/www.kaspersky.co.in\/blog\/kaspersky-rebranding\/15872\/"},{"hreflang":"en-us","url":"https:\/\/usa.kaspersky.com\/blog\/kaspersky-rebranding\/17781\/"},{"hreflang":"en-gb","url":"https:\/\/www.kaspersky.co.uk\/blog\/kaspersky-rebranding\/15925\/"},{"hreflang":"es-mx","url":"https:\/\/latam.kaspersky.com\/blog\/kaspersky-rebranding\/14656\/"},{"hreflang":"es","url":"https:\/\/www.kaspersky.es\/blog\/kaspersky-rebranding\/18566\/"},{"hreflang":"it","url":"https:\/\/www.kaspersky.it\/blog\/kaspersky-rebranding\/17394\/"},{"hreflang":"ru","url":"https:\/\/www.kaspersky.ru\/blog\/kaspersky-rebranding\/22821\/"},{"hreflang":"tr","url":"https:\/\/www.kaspersky.com.tr\/blog\/kaspersky-rebranding\/6004\/"},{"hreflang":"x-default","url":"https:\/\/www.kaspersky.com\/blog\/kaspersky-rebranding\/27174\/"},{"hreflang":"fr","url":"https:\/\/www.kaspersky.fr\/blog\/kaspersky-rebranding\/11802\/"},{"hreflang":"pt-br","url":"https:\/\/www.kaspersky.com.br\/blog\/kaspersky-rebranding\/11880\/"},{"hreflang":"pl","url":"https:\/\/plblog.kaspersky.com\/kaspersky-rebranding\/10814\/"},{"hreflang":"de","url":"https:\/\/www.kaspersky.de\/blog\/kaspersky-rebranding\/19382\/"},{"hreflang":"ja","url":"https:\/\/blog.kaspersky.co.jp\/kaspersky-rebranding\/23381\/"},{"hreflang":"nl","url":"https:\/\/www.kaspersky.nl\/blog\/kaspersky-rebranding\/23964\/"},{"hreflang":"ru-kz","url":"https:\/\/blog.kaspersky.kz\/kaspersky-rebranding\/18457\/"},{"hreflang":"en-au","url":"https:\/\/www.kaspersky.com.au\/blog\/kaspersky-rebranding\/22706\/"},{"hreflang":"en-za","url":"https:\/\/www.kaspersky.co.za\/blog\/kaspersky-rebranding\/22654\/"}],"acf":[],"banners":"","maintag":{"url":"https:\/\/me-en.kaspersky.com\/blog\/tag\/kaspersky\/","name":"kaspersky"},"_links":{"self":[{"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts\/13399","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/comments?post=13399"}],"version-history":[{"count":4,"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts\/13399\/revisions"}],"predecessor-version":[{"id":13412,"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts\/13399\/revisions\/13412"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/media\/13402"}],"wp:attachment":[{"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/media?parent=13399"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/categories?post=13399"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/me-en.kaspersky.com\/blog\/wp-json\/wp\/v2\/tags?post=13399"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}