APEX Insight: Viasat sees greater value in presenting one unified brand that signals an openness to new technologies.
Viasat announced yesterday that it is consolidating its key sub-brands, including Ku-band aviation service Yonder and consumer internet provider Exede, under one Viasat master brand. The global communications company also introduced a new logo, featuring a lower-case “s,” more diverse color palette and “signal” logomark.
According to Viasat’s corporate blog, after market testing showed that “ViaSat” held valuable weight in terms of name recognition, the decision was made to retain the name, but “de-emphasize and lower-case the ‘s’ in ‘ViaSat’ to foretell a future company that remains open to new technologies, while still paying homage to our satellite communications roots.” The logo also features a logomark in the shape of a “signal,” which represents Viasat’s communications growth story.
“There is greater value for us to present one unified brand.” – Mark Dankberg, Viasat
Having too many sub-brands was diluting the company’s brand, explained Mark Dankberg, Viasat’s chairman and CEO: “As our service portfolio expands both domestically and internationally across consumer, enterprise, aviation and maritime markets, and our defense business continues to defy industry trends, there is greater value for us to present one unified brand to customers and partners around the world.”
The unveiling of Viasat’s new brand comes just ahead of the launch of the ViaSat-2 satellite broadband service, which is expected in early 2018. ViaSat-2 is more than twice as powerful as the ViaSat-1 satellite that launched in 2011.
“The impending launch of ViaSat-2 services will move us farther up-market in technology and service levels, and with our ViaSat-3 constellation we expect to realize our ambition to be the first truly global, scalable, broadband service provider,” said Dankberg. “Additionally, our work on cybersecurity, tactical data links, virtualization, web acceleration, digital media, and more all contribute to our ability to deliver connections that can change the world. It’s for these reasons that now was the right time to evolve our brand.”