back to article Labs are for nerds, it's simply Kaspersky now – just hold still while we cyber-immunise you

The strategy boutique opened a pop-up shop on the wild steppe of Kaspersky Lab yesterday as the Russian antivirus developer revealed a daring redesign that involves dropping the word "Lab". Gone too are the beautifully random red triangles, the evocative over-sized "SS", and the multiple fonts – thrown overboard in favour of …

  1. Pascal Monett Silver badge

    "geometric and mathematically exact letter forms"

    The stupidities they can spout in order to make us think that their ten-minute brainstorming actually produced something meaningful.

    Mathematically exact ? Really ? What maths did you use to get that conclusion ?

    The only thing I see is a name entirely in lower case written with letters that aren't finished. Not impressed.

    1. Dan 55 Silver badge

      Re: "geometric and mathematically exact letter forms"

      Think of it in the same way as the handwavey bullshit programmers have been known to come out with from time to time to justify work which was charged for an afternoon but actually took 10 minutes.

    2. Mark 85 Silver badge

      Re: "geometric and mathematically exact letter forms"

      That's why they get paid the big money. The more psycho-babble and BS they can shovel out, the more they can charge. Obviously the saw about the easiest person to sell to is a sales/marketing type is correct. If it looks like, smell like, tastes like BS.... don't step in it.

    3. CrazyOldCatMan Silver badge

      Re: "geometric and mathematically exact letter forms"

      ten-minute brainstorming actually produced something meaningful

      When the organisation I work for changed our name, we spent a fortune on brand design companies to try and come up with a new logo.

      In the meantime, one of our creative types[1] fiddled around for 10 minutes on his Mac and created a nice new logo.

      Guess which one we went for? As a hint, it's not one of the ones that the brand companies designed at great expense..

      [1] No - not the accountants. Their creativity lies in a somewhat different direction..

  2. deadlockvictim Silver badge

    Mathematically inexact

    I, for one, would like to see some mathematically inexact letter forms. Should be fun to render on a computer. Floating numbers maybe?

    1. brotherelf

      Re: Mathematically inexact

      There are Postscript fonts that randomize the positions of some nodes: https://www.wired.com/1995/07/letterror/

      Weird that I remember obscure print ads from twenty years ago.

  3. Captain Hogwash Silver badge

    mint green

    Looks more of a pine green to me.

    1. Dan 55 Silver badge

      Re: mint green

      Turquoise.

      But it is more blue than green or more green than blue?

      1. joeW Silver badge

        Re: mint green

        54% green and the rest blue.

      2. Anonymous Coward
        Anonymous Coward

        Re: mint green

        It depends on the exact genetic makeup of your cones.

        My wife and I disagree on marginal greens and blues, but we both achieve 100% on the Ishihara chart.

        1. Dan 55 Silver badge

          Re: mint green

          Thanks for that info, every day's a school day.

          Now not only can I tell my other half she's wrong, but she's genetically wrong too.

  4. AMBxx Silver badge
    Facepalm

    Changing the wrong bit

    Wouldn't it be better to change the kaspersky bit to something a bit less Russian sounding?

    1. bpfh Silver badge
      Trollface

      Re: Changing the wrong bit

      I don't know. the "Kaspersky Gets Better" seemed a good neutral project name, and the corresponding acronym would definitely hide any latent Russianness...

      1. Alister Silver badge

        Re: Changing the wrong bit

        They should have gone with "Eugene's Virus Investigation Labs", The acronym is just fine, and not Russian in any way.

    2. Dan 55 Silver badge

      Re: Changing the wrong bit

      Casper the Friendly Lab?

      1. Hermann

        Re: Changing the wrong bit

        Since Casper is a flying ghost, I'll go for Casper's Sky

    3. Captain Scarlet Silver badge
      Coat

      Re: Changing the wrong bit

      I must admit my biggest issue was the first letter is not a capital.

  5. ForthIsNotDead
    Unhappy

    Stencil?

    Why is it written in a stencil type typeface?

    One of the great things about bitmap computer screens is you can light any pixels you want.

    Including the ones between the letters.

    Somone probably led a *team* to work on this.

  6. Not Enough Coffee
    Joke

    They forgot "Bitcoin". You're not a modern company without it.

    1. Alister Silver badge

      Shirley you mean Blockchain

  7. Christian Berger Silver badge

    Makes sense

    After all the word "Labs" made it sound as if they had anything to do with science.

    After all their basic premise, that you can somehow magically determine whether a piece of software is "good" or "evil" has been proven to be utterly impossible in 1931 and 1937. https://en.wikipedia.org/wiki/Halting_problem#Timeline

    Virus scanner companies are about as unscientific as you can get. They are even worse than flat-earthers as flat-earthers still have the tiny benefit of doubt that we all could be somehow flawed in our perceptions of the world. I mean the earth is not round(ish) because of some purely logical idea, but because it can be observed as round and we observe rules of nature which as a consequence mean that planets will always be round(ish).

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