Data and Device Security Leader, Absolute, Unveils New Corporate Brand

This week, Absolute, an industry leader in endpoint security and data risk management solutions, officially launched its new brand, the result of a comprehensive rebranding initiative led by DeSantis Breindel. The year-long rebranding effort comprised of everything from a brand perception and awareness study to a comprehensive positioning and messaging platform, brand architecture, a new corporate identity and an integrated digital marketing campaign.  The new brand reflects the firm’s position as a market leader and positions it for growth in new verticals.

Absolute® Software Corporation (the “Company”) today introduced a new brand identity that reflects the values, strengths, and objectives of the organization. Absolute’s new brand image is a modern and sophisticated identity that depicts security and innovation as the company’s core offering.

“The new brand signals a clear purpose for Absolute,” said Geoff Haydon, chief executive officer, Absolute.

“Just as our company has evolved over the past 20 years, so too must our brand. This initiative allows us to draw greater focus to our core business of device and information security, and reflects our position as an innovative market leader.”

With this announcement, Absolute’s new corporate wordmark will serve as the sole logo for the organization and will be used for all collateral. As part of this initiative, Absolute’s product nomenclature will also change and will now be known as Absolute Data & Device Security (DDS).

Leveraging Persistence® technology, Absolute DDS (formerly Absolute Computrace®) delivers a reliable two-way connection to all endpoints and the data they contain, allowing customers to assess risk, secure the lifecycle of each device, and preemptively respond to security incidents.

“Absolute’s name and logo are important symbols of our identity, our culture, and our objectives,” said Mr. Haydon. “We firmly believe that simplifying our corporate brand will help strengthen and modernize how we represent ourselves across global markets. This new identity properly conveys who we are today and into the future.”

Absolute’s new brand is now active across all corporate assets, as well as through the organization’s global partner channels.

For more information on the new Absolute, visit


About Absolute Software

Absolute Software Corporation (TSX: ABT) is the industry standard in persistent endpoint security and data risk management solutions for computers, laptops, tablets and smartphones. Persistence® technology from Absolute provides organizations with visibility and control over all of their devices, regardless of user or location. If an Absolute software client is removed from an endpoint, it will automatically reinstall so IT can secure each device and the sensitive data it contains. No other technology can do this. Persistence technology is embedded in the firmware of computers, netbooks, tablets and smartphones by global leaders, including Acer, ASUS, Dell, Fujitsu, HP, Lenovo, Microsoft, Motion, Panasonic, Samsung, and Toshiba, and the Company has reselling partnerships with these OEMs and others, including Apple.