AppLabs Announces Global Re-brand
May 7, 2007
Mumbai, India, Philadelphia, USA, London, UK: AppLabs, the world’s largest independent quality management and testing services company, has announced the launch of its new brand identity. The new brand, which aims to take AppLabs into the next stage of its status as a truly international business, will be instrumental in ensuring that all three regions – USA, Europe and India – are aligned to deliver excellence globally.
The focus of AppLabs’ business is enabling Forbes 2000 companies to make business changes successfully, providing consistency and certainty in complex IT programs, through the application of independent and objective quality management expertise. This theme is conveyed in the strapline ‘no doubt about it’, and in the sunrise, seen in the brochure, website and represented in the logo, signifying consistency, reliability and confidence. These are all characteristics that AppLabs wants to communicate to its clients and partners.
Serif is the typeface that has been deployed, a font used by brands such as The New York Times and The Times in the UK, due to its ability to convey gravitas and substance. The principle color selected is blue, the color of choice for many companies providing professional advice, particularly in the Banking, Financial Services and Insurance (BFSI) industry sectors, as it symbolizes trust and honesty. The BFSI market is a key vertical market for AppLabs, so it was keen to allay itself to similar attributes.
AppLabs is very focused on the need to develop consistency and certainty for its clients globally and has also developed six brand values, which communicate the company’s new ethos. These are: Genuine, Level-headed, Openly enthusiastic, Bold, Accountable and Learning. The first letters of each of these brand values spell ‘GLOBAL’ which again echoes the new international flavor of the business. AppLabs will ensure that these brand values are ably demonstrated by its people and resonate throughout all of its processes.
Sashi Reddi, AppLabs’ Founder and CEO, explains: “Brand isn’t just about a logo – it’s about our reputation and the image that we project to our external audiences. AppLabs has moved to the next level; in the quality management and testing world we are now competing head to head with the largest global IT companies. We are positioning ourselves as the only truly independent quality management and testing partner for Forbes Global 2000 companies. The new brand has been instrumental in providing cohesion between our operations in the USA, Europe and India. We are excited about the opportunities that the newly international AppLabs will bring. The brand has a key role to play in the provision of these opportunities and the company’s growth.”
“The re-branding of AppLabs is also of great significance to our Indian operations, as over 80% of our employees are working out of our facilities in Hyderabad. It is these ‘GLOBAL’ values that will establish the connect and consistency in delivery of excellence, both internally, as well as to our customers worldwide“, added Mr. Reddi.
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