As it pivots to become a global satellite company, Viasat said it will sunset its sub-brands – including Exede and Yonder – as part of a new global brand identify that will be led by the Viasat name along with a new corporate logo.
Exede has been serving as the brand for Viasat’s consumer satellite broadband service, and Yonder serving as the brand for its Ku-band aviation service. WildBlue is another brand that’s been associated with Viasat’s residential broadband service. Viasat acquired WildBlue in 2009. Viasat will also be phasing out the GoFiFi name (its managed WiFi service), and Arconics (aviation software). Viasat expects to retire those bands in a phased approach over the next six months or so.
“We found we were diluting our own brand by having too many sub-brands,” Steven Mesnick, Viasat’s VP of marketing and pricing, noted in this blog post. “This led us to be highly motivated to rebrand under one master name to restore awareness and capture new opportunities across markets.”
The new logo, designed to be more modern and friendly that its processor, will be applied to new industry sectors being targeted by Viasat, as well as in more international markets.
The newly unified brand comes as Viasat prepares to launch serve on its new high-capacity broadband satellite, ViaSat-2, that will help the company deliver speeds of 100 Mbps and more. The change also comes as the company moves ahead with plans for ViaSat-3, a set of satellites that will give Viasat global coverage.
“Our previous brand proudly served Viasat for more than three decades, but 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,” Mark Dankberg, Viasat’s chairman and CEO, said in a statement. “Drawing on the industry reputation and strength of relationships we’ve built in each segment of our business, we believe one brand can help us grow market and consumer awareness as well as attract the very best talent around the world.”