Oberthur Technologies has unveiled a new brand strategy and logo. The digital security provider has added a new baseline — The M Company — to its logo, and a new company identity that embodies the mobility space.

The change, announced during this week's Cartes show in Colombes, France, signals that the company intends to establish itself as a world leader in digital security solutions for the mobility space, according to a news release.

"It is a strong signal we want to send to the market," Oberthur Technologies CEO Didier Lamouche said in the release. "Oberthur Technologies has always been at the heart of mobility, from the first smart cards to the latest contactless payment technologies which equip millions of smartphones. Today, our environment is being disrupted by the explosion in mobility, in the fields of payment, telecommunications and identity. This is where the value lies and where we are directing our efforts."

The new logo includes an on/off symbol along with the letters O and T, which is how many customers refer to the company already. And the new branding communication also will focus on end-users.

"End-user benefits tend to be forgotten in a B2B and technological environment when in fact our technologies are part of the daily lives of millions of people, every day and everywhere around the world," said Matthew Foxton, the company's vice president of communication and branding.

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