# Kaspersky new logo (2019)

> Kaspersky launched a new logo in Jun 2019, designed by Moving Brands. Jun 2019 (Moving Brands): Kaspersky Lab drops Lab.

## Key facts

- Brand: Kaspersky
- Launched: Jun 2019
- Studio: Moving Brands
- What changed: Jun 2019 (Moving Brands): Kaspersky Lab drops Lab.
- Why: Kaspersky said its Greek-style letters were no longer relevant and the brand needed to embrace the digital world.
- Industry: Technology
- Logos: https://rebrandlog.com/logos/kaspersky-2019/before.svg (before), https://rebrandlog.com/logos/kaspersky-2019/after.svg (after)

## The rebrand, explained

Kaspersky was founded in 1997 with one goal, founder Eugene Kaspersky wrote: make the best antivirus in the world. Twenty-two years later it employed more than 4,000 people and argued that antivirus as a concept had become obsolete. Its logo, from 1997, used letterforms borrowed from the Greek alphabet with fine detail and red triangles, which the company admitted was hard to read on small screens.

On 4 June 2019 the company announced that Lab was gone. Customers had always just called it Kaspersky, and marketing vice-president Andrew Winton said the Greek-style letters were no longer relevant and the brand needed to embrace the digital world. The new mission was building a safer world, with a shift in language from cybersecurity to cyber-immunity.

The wordmark, created with Moving Brands, uses geometric, mathematically exact letters to signal engineering precision, with the a, p and e drawn as links to that engineering past. A heavier K serves as app icon and favicon. A custom typeface, Kaspersky Sans, works in Latin and Cyrillic at large and small sizes. The signature dark teal green stayed, joined by extra colours for screens.

iTWire and others carried the announcement largely on the company's own terms; the blog promised the new look was only the start of a wider rollout.

iTWire framed the rename from Kaspersky Lab to plain Kaspersky against a political backdrop, noting the US scrutiny of the company and its Russian origins earlier in the decade. The company presented the change as an evolution from cyber security toward what it called cyber immunity, under a new mission, Building a safer world, for more than 400 million users and 270,000 corporate customers. Dropping Lab is a small typographic act with a larger message: a research outfit recasting itself as a global brand that wants to be judged on trust.

Dropping Lab was overdue and the new wordmark is cleaner and far more legible. But the precision-engineering story is doing a lot of work for what is, visually, a competent geometric sans that could belong to any software firm. The old logo was fussy, but it was unmistakably theirs.

In short: Clearer, more legible and less memorable.

## Sources

- https://www.kaspersky.com/about/press-releases/the-company-unveils-new-branding-and-visual-identity
- https://www.kaspersky.com/blog/kaspersky-rebranding-in-details/27641/

## Cite this

Rebrand Log, "Kaspersky new logo (2019)", https://rebrandlog.com/rebrand/kaspersky-2019/, last updated 2026-10-20.