- Kaspersky
- Enterprise Tech
- Branding
From building walls to building a safer world: creating a brighter vision for a global cybersecurity brand.
Kaspersky provides cybersecurity to 400 million users and 270,000 corporate clients around the world. The company uses deep-threat intelligence and its security expertise to protect businesses, critical infrastructures, governments and individuals.
Following a major repositioning, the brand moved away from the dystopian, anxiety-inducing associations typical of the industry towards a future where technology brings opportunity instead of fear. Our task was to design a new identity system which expressed this brighter vision.
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Meetings in Moscow
Collaborating with the Kaspersky design team, we developed the new identity using a Slack channel to fire ideas back and forth and progress quickly. We held a series of working sessions and face-to-face meetings at the company HQ in Moscow. These were opportunities to understand expectations, absorb feedback and work together on identifying a fresh, exciting and distinct space for Kaspersky in the market.
‘Engineered for immunity’
Russian technical institutes produce some of the best software engineers in the world, many of whom go on to help Kaspersky create robust security software that provides immunity to the systems, businesses and people they protect. This led to the favoured creative concept of 'engineered for immunity'. It was expressed as two behaviourally distinct layers which drove the characteristics and principles of the design system.
The ‘engineered’ aspect of the concept is expressed in the machined quality of the Kaspersky wordmark and bespoke typeface. It is supported by a grid system that enables highly structured, yet flexible, typographic compositions.
The unrivalled protection provided by Kaspersky inspires a sense of safety and freedom. To express this idea, the ‘immunity’ layer is conceived as a vibrant and intelligent energy field that creates a 'secure space' at its core. The energy field varies in intensity to maintain optimal immunity and echoes the adaptive protection that Kaspersky provides. It helps people and organisations to benefit from all that the digital world has to offer, without hindrance or trepidation.
The ambient, graphic and keyline variants of the 'immunity' layer enable a broad range of expression appropriate for different contexts, messages and audiences.
In photography, the subject can be shown immersed in the protective energy of the immunity field, making images feel positive and luminous.
Kaspersky Sans — open yet secure
Developed in close collaboration with the type foundry Colophon, Kaspersky Sans was created to enable every communication to convey the brand personality. The typeface features engineered micro-detailing, such as chiselled ink traps and 90º terminals, as well as contextual open characters for use in display copy. The font was designed with versatility in mind, including a range of weights and secure alternate characters to ensure functionality and legibility at any scale.
A new identity to drive change
Working closely with Kaspersky, we delivered a vibrant and optimistic digital-first identity system that tells the world that the brand stands for humanity, transparency, simplicity and innovation.
The system is able to flex across both consumer and enterprise audiences to give Kaspersky a fresh approach across all channels. The strength of the wordmark allows it to stand alone in B2B communications. The sense of freedom and safety, conveyed by the ‘immunity’ component of the identity, lends vibrancy to B2C communications.
Nikita Morozov
Head of Design
