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BSA Unveils New Brand Reflecting Rapid Evolution and Transformative Impact of Global Software Industry

New corporate identity highlights integrated advocacy initiatives and expanded anti-piracy programs in key markets

WASHINGTON, DC — October 11, 2012 —

The Business Software Alliance today unveiled a new brand identity reflecting a strategic alignment of its operations and the transformative impact of software on every aspect of modern life.

Effective immediately, the organization will be known as BSA | The Software Alliance.

“We started 24 years ago as the Business Software Alliance because the industry’s biggest focus in its early days was on providing tools for enterprise. Today, we are simply The Software Alliance, because the benefits of software innovation extend into every aspect of modern life,” said BSA President and CEO Robert Holleyman. “Our member companies are making education and health care more effective, transportation more energy-efficient, entertainment more interactive, communication richer, and the world around us more navigable. BSA’s brand identity celebrates that evolution and transformative impact.”

The rebranding includes a new corporate logo representing the tight connections between BSA’s global public policy, government relations, public education, and intellectual property enforcement activities, which it conducts from 14 offices around the world, including its new global headquarters near the US Capitol in Washington, DC.

“We have aligned BSA’s operations around integrated advocacy initiatives and expanded anti-piracy programs that deliver strategic value to our member companies as they continue innovating and the marketplace rapidly evolves,” said Holleyman. “Our new brand reflects BSA’s focus on ensuring members can seize new opportunities to accelerate their growth globally. That entails protecting the intellectual property rights that spur technology innovation, breaking down emerging trade barriers, and advancing policies that will help the global cloud computing market flourish.”

BSA released a video about its branding and strategic alignment on its blog, BSA TechPost:

The launch of the new brand comes on the heels of BSA’s move to new headquarters near the US Capitol. As the only technology association with truly global reach, its offices serve as a hub of collaborative activity for the software industry in world capitals from Washington to Beijing.


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About BSA

BSA | The Software Alliance ( is the leading advocate for the global software industry before governments and in the international marketplace. Its members are among the world’s most innovative companies, creating software solutions that spark the economy and improve modern life. With headquarters in Washington, DC, and operations in more than 60 countries, BSA pioneers compliance programs that promote legal software use and advocates for public policies that foster technology innovation and drive growth in the digital economy.
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