{"id":27641,"date":"2019-07-18T04:28:04","date_gmt":"2019-07-18T08:28:04","guid":{"rendered":"https:\/\/www.kaspersky.com\/blog\/?p=27641"},"modified":"2019-11-15T06:24:22","modified_gmt":"2019-11-15T11:24:22","slug":"kaspersky-rebranding-in-details","status":"publish","type":"post","link":"https:\/\/www.kaspersky.com\/blog\/kaspersky-rebranding-in-details\/27641\/","title":{"rendered":"How Kaspersky&#8217;s new brand is engineered to bring on the future"},"content":{"rendered":"<p>As you may already have noticed, we have a new look. A radical new haircut, if you will. We trimmed the \u201cLab\u201d and are now just Kaspersky.<\/p>\n<p>But the new look is more than just dropping a few letters and adding a fresh coat of paint. That\u2019s just the start. Our new mission is: Building a safer world.<\/p>\n<p>That\u2019s all of our customers\u2019 futures: families, individuals, and businesses of all types and sizes all over the world, from the <a href=\"https:\/\/www.tomorrowunlocked.com\/the-kuril-expedition-why-and-how\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Kuril Islands<\/a> to <a href=\"https:\/\/eugene.kaspersky.com\/2014\/07\/29\/nepal-katmandu-buddha\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kathmandu<\/a>.<\/p>\n<p>And just like the first step in any big journey, it starts at home. Here\u2019s our founder, Eugene Kaspersky, on the idea behind our new identity.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe class=\"youtube-player\" type=\"text\/html\" width=\"640\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/UoZo0cnuIBM?version=3&amp;rel=1&amp;fs=1&amp;showsearch=0&amp;showinfo=1&amp;iv_load_policy=1&amp;wmode=transparent\" frameborder=\"0\" allowfullscreen=\"true\"><\/iframe><\/span><\/p>\n<p>But this post isn\u2019t just about the company\u2019s direction. For typography nerds, interested in the very fine lines, and for more on how our brand is evolving, here\u2019s the full story.<\/p>\n<h2>In the beginning was the word<\/h2>\n<p>Our current logo was developed way back in 1997, when the company was taking its first baby steps. The wordmark (Kaspersky\u2019s name logo) used shapes from the Greek alphabet. The word \u201cLab\u201d would often go unnoticed by the viewer, and it didn\u2019t always make sense to the audience. Our customers have always just called us Kaspersky.<\/p>\n<p>As the Internet gained popularity, it brought new formats. That\u2019s a nice way to say that our logo, with its shapely font and red triangles, was tough to read on smaller screens.<\/p>\n<div id=\"attachment_27642\" style=\"width: 1470px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18041948\/kaspersky-rebranding-in-details-1.jpg\"><img decoding=\"async\" aria-describedby=\"caption-attachment-27642\" class=\"size-full wp-image-27642\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18041948\/kaspersky-rebranding-in-details-1.jpg\" alt=\"Kaspersky Lab logo from 1997\u20132019\" width=\"1460\" height=\"700\"><\/a><p id=\"caption-attachment-27642\" class=\"wp-caption-text\">Our old wordmark logo: 1997\u20132019 (RIP)<\/p><\/div>\n<h2>Our new look<\/h2>\n<p>Now, more than two decades later, we\u2019re 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.<\/p>\n<div id=\"attachment_27643\" style=\"width: 1470px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18041958\/kaspersky-rebranding-in-details-2.jpeg\"><img decoding=\"async\" aria-describedby=\"caption-attachment-27643\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18041958\/kaspersky-rebranding-in-details-2.jpeg\" alt=\"Kaspersky new logo after 2019 rebranding\" width=\"1460\" height=\"732\" class=\"size-full wp-image-27643\"><\/a><p id=\"caption-attachment-27643\" class=\"wp-caption-text\">Our new wordmark has engineering spirit in its DNA<\/p><\/div>\n<p>Every detail of the wordmark has been carefully crafted for precision \u2014 we\u2019re obsessed! Moving away from the symbolism for a minute, we removed the word \u201clab\u201d because our work goes far beyond our original \u201cantivirus laboratory\u201d concept.<\/p>\n<p>We\u2019re really thrilled with the look \u2014 bold and fresh, but also clear, approachable, and readable (in all font sizes!).<\/p>\n<h3>Design for the digital age<\/h3>\n<p>The wordmark is our principal visual identifier, but for the age of the mobile app and the website favicon, we\u2019ll use the letter K. Font-weighting fans, take note, we made this one a bit thicker to stand out better.<\/p>\n<p><a href=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042009\/kaspersky-rebranding-in-details-3.jpg\"><img decoding=\"async\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042009\/kaspersky-rebranding-in-details-3.jpg\" alt=\"New icon of Kaspersky applications\" width=\"1460\" height=\"860\" class=\"aligncenter size-full wp-image-27644\"><\/a><\/p>\n<p>But branding\u2019s not only about the logo, right? We want everything you experience from us to be distinctively Kaspersky, from t-shirts to an industrial cybersystem interface button. So we\u2019ve designed our very own font, crafted in the same engineering style that you\u2019ll see in all of our new communications. The font is called Kaspersky Sans. It\u2019s adapted to use in large and small sizes, in Latin and Cyrillic alphabets.<\/p>\n<p><a href=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042022\/kaspersky-rebranding-in-details-4.png\"><img decoding=\"async\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042022\/kaspersky-rebranding-in-details-4.png\" alt=\"Kaspersky Sans \u2014 Kaspersky's new font\" width=\"1460\" height=\"630\" class=\"aligncenter size-full wp-image-27645\"><\/a><\/p>\n<h3>Bring on the color<\/h3>\n<p>From the start, our signature color has always been a dark teal green. It works wonderfully, distinguishing us from the competition. Today we\u2019re adding a few more colors, adapted for digital content consumption on screens small and large, to vary the palette and to add energy to our communications.<\/p>\n<p><a href=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042036\/kaspersky-rebranding-in-details-5.png\"><img decoding=\"async\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042036\/kaspersky-rebranding-in-details-5.png\" alt=\"New Kaspersky brand colors\" width=\"1460\" height=\"678\" class=\"aligncenter size-full wp-image-27646\"><\/a><\/p>\n<h3>Engineered for immunity<\/h3>\n<p>Kaspersky is known for our solutions\u2019 unprecedented level of protection for people and businesses around the world. We\u2019re proud of our security technologies. To tell this story, we visualized immunity using gradients and textures representative of the safe space Kaspersky provides.<\/p>\n<p><a href=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042046\/kaspersky-rebranding-in-details-6.jpg\"><img decoding=\"async\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042046\/kaspersky-rebranding-in-details-6.jpg\" alt=\"New Kaspersky brand shapes\" width=\"1690\" height=\"1528\" class=\"aligncenter size-full wp-image-27647\"><\/a><\/p>\n<p>We created each image specifically for its theme and context, but they all share a recognizable visual language. The hexagon shape echoes the shape of our product icons \u2014 a link from our heritage to today.<\/p>\n<p><a href=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042058\/kaspersky-rebranding-in-details-8.jpg\"><img decoding=\"async\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042058\/kaspersky-rebranding-in-details-8.jpg\" alt=\"Kaspersky's new brand\" width=\"1460\" height=\"880\" class=\"aligncenter size-full wp-image-27648\"><\/a><\/p>\n<p>Combine the engineering and immunity layers and you get a design system that\u2019s flexible, adapting to different messages and audiences, but in a consistent way. We\u2019ve dropped our approach of using different visual identities for our consumer, small-to-medium business and enterprise audiences. Now you\u2019ll always see and experience just one, unified Kaspersky.<\/p>\n<p><a href=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042109\/kaspersky-rebranding-in-details-9.jpeg\"><img decoding=\"async\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042109\/kaspersky-rebranding-in-details-9.jpeg\" alt=\"Kaspersky's new brand\" width=\"1460\" height=\"1080\" class=\"aligncenter size-full wp-image-27649\"><\/a><\/p>\n<h3>Bring on the future<\/h3>\n<p>This new visual style is just the start of our rebranding. We\u2019ll soon launch an updated mission of the refreshed brand to audiences around the world. We look forward to seeing how our marketing teams and creative partners will help to shape this and bring it to life.<\/p>\n<p>Bring on the future!<\/p>\n<p>We\u2019d love to know what you think of the new look. You can contact Kaspersky\u2019s brand team at brand@kaspersky.com.<\/p>\n<p><a href=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042119\/kaspersky-rebranding-in-details-10.jpeg\"><img decoding=\"async\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2019\/07\/18042119\/kaspersky-rebranding-in-details-10.jpeg\" alt=\"New logo on the roof of Kaspersky's headquerters\" width=\"1460\" height=\"820\" class=\"aligncenter size-full wp-image-27650\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How we engineered our new brand.<\/p>\n","protected":false},"author":2512,"featured_media":27651,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2684],"tags":[880,28,352,3205],"class_list":{"0":"post-27641","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-special-projects","8":"tag-future","9":"tag-kaspersky","10":"tag-kaspersky-lab","11":"tag-rebranding"},"hreflang":[{"hreflang":"x-default","url":"https:\/\/www.kaspersky.com\/blog\/kaspersky-rebranding-in-details\/27641\/"},{"hreflang":"en-in","url":"https:\/\/www.kaspersky.co.in\/blog\/kaspersky-rebranding-in-details\/16185\/"},{"hreflang":"en-ae","url":"https:\/\/me-en.kaspersky.com\/blog\/kaspersky-rebranding-in-details\/13692\/"},{"hreflang":"en-us","url":"https:\/\/usa.kaspersky.com\/blog\/kaspersky-rebranding-in-details\/18194\/"},{"hreflang":"en-gb","url":"https:\/\/www.kaspersky.co.uk\/blog\/kaspersky-rebranding-in-details\/16214\/"},{"hreflang":"es-mx","url":"https:\/\/latam.kaspersky.com\/blog\/kaspersky-rebranding-in-details\/14969\/"},{"hreflang":"es","url":"https:\/\/www.kaspersky.es\/blog\/kaspersky-rebranding-in-details\/18890\/"},{"hreflang":"it","url":"https:\/\/www.kaspersky.it\/blog\/kaspersky-rebranding-in-details\/17629\/"},{"hreflang":"ru","url":"https:\/\/www.kaspersky.ru\/blog\/kaspersky-rebranding-in-details\/23127\/"},{"hreflang":"tr","url":"https:\/\/www.kaspersky.com.tr\/blog\/kaspersky-rebranding-in-details\/6162\/"},{"hreflang":"fr","url":"https:\/\/www.kaspersky.fr\/blog\/kaspersky-rebranding-in-details\/11978\/"},{"hreflang":"pt-br","url":"https:\/\/www.kaspersky.com.br\/blog\/kaspersky-rebranding-in-details\/12146\/"},{"hreflang":"pl","url":"https:\/\/plblog.kaspersky.com\/kaspersky-rebranding-in-details\/10985\/"},{"hreflang":"de","url":"https:\/\/www.kaspersky.de\/blog\/kaspersky-rebranding-in-details\/19729\/"},{"hreflang":"ja","url":"https:\/\/blog.kaspersky.co.jp\/kaspersky-rebranding-in-details\/23777\/"},{"hreflang":"nl","url":"https:\/\/www.kaspersky.nl\/blog\/kaspersky-rebranding-in-details\/24045\/"},{"hreflang":"ru-kz","url":"https:\/\/blog.kaspersky.kz\/kaspersky-rebranding-in-details\/18697\/"},{"hreflang":"en-au","url":"https:\/\/www.kaspersky.com.au\/blog\/kaspersky-rebranding-in-details\/22998\/"},{"hreflang":"en-za","url":"https:\/\/www.kaspersky.co.za\/blog\/kaspersky-rebranding-in-details\/22938\/"}],"acf":[],"banners":"","maintag":{"url":"https:\/\/www.kaspersky.com\/blog\/tag\/rebranding\/","name":"rebranding"},"_links":{"self":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts\/27641","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/users\/2512"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/comments?post=27641"}],"version-history":[{"count":4,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts\/27641\/revisions"}],"predecessor-version":[{"id":29400,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts\/27641\/revisions\/29400"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/media\/27651"}],"wp:attachment":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/media?parent=27641"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/categories?post=27641"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/tags?post=27641"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}