Kaspersky Lab is dead, long live Kaspersky

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A company going through a rebrand is nothing new in the digital age, and the latest firm to do so is Kaspersky Lab.

Oh excuse us, the Russian cybersecurity organisation has decided to drop the “Lab” and will now simply be known as Kaspersky, having also gone for a similarly simple redesign of its logo.

“As the world has become more digitised and globalised, 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,” explained Kaspersky in a press release about the visual rebranding.

On paper it might seem like a small change, but when you consider that Kaspersky in its previous iteration was operating for more than two decades, this latest rebranding takes on a bit more significance.

“The new branding reflects the evolution of our business focus from ‘cybersecurity’ towards the wider concept of ‘cyber-immunity’,” the company continued.

“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,” they add.

So what does this rebrand mean for the end consumer?

Well in that regard Kaspersky does not have any specifics to mention, but has said that they are looking at more innovative ways to secure the technology and online lives of their users. What guise that will take in coming years though, remains to be seen.

“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,” said CEO Eugene Kaspersky of the rebrand.

Regardless of what innovation this rebrand brings, at the very least the new design looks good.

Robin-Leigh Chetty

Robin-Leigh Chetty

When he's not reviewing the latest smartphones, Robin-Leigh is writing about everything tech-related from IoT and smart cities, to 5G and cloud computing. He's also a keen photographer and dabbles in console games.