Software lobby BSA unveils branding revamp

The Business Software Alliance underwent a branding revamp on Thursday, unveiling a new name and logo that the lobbying group says is reflective of the growing use of software in people's everyday lives. 

The organization will now be known as BSA | The Software Alliance. The lobbying group said its new name and branding also reflects its move earlier this year to focus its operations on protecting intellectual property rights, fighting trade barriers and advocating for policies that will foster the growth of the cloud computing market. 

"Today software is found in every aspect of people's lives — at home, at work, on their phones, in their cars — so certainly that is a driving factor [in introducing the new brand]," said Matt Reid, senior vice president of external affairs at BSA. "The role that software plays in society today is different than it was when BSA was founded." 

In Washington, BSA is known for its focus on clamping down on the use of pirated software abroad and support of various anti-piracy initiatives. The software lobbying group counts Microsoft, Apple and Intel as members and was founded 24 years ago.

BSA has 14 offices based around the globe, including in Beijing and London, and recently moved its global headquarters to Capitol Hill. Reid said BSA's global reach and focus on advocating for the policy priorities of software companies makes the group distinct from other tech lobbying organizations.

"We are tackling these issues on behalf of our members on a global basis and we are unique in that way," Reid said. "We truly are the Software Alliance, and so our members are aligned based on the fact that they are all software companies and are developing new products and services."