Crossmatch Launches Company Rebrand at CARTES 2014

Crossmatch LogoIn April, Cross Match Technologies made a headlines by acquiring DigitalPersona, and in turn becoming the largest independent identity management company in the world focused on biometrics. Today, at CARTES Secure Connexions 2014, the company introduced its new corporate branding. From now on, Cross Match Technologies and DigitalPersona will be known simply as: Crossmatch.

The new CEO of Crossmatch, Richard Agostinelli, spoke to FindBiometrics president Peter O’Neill in an exclusive interview published last night.

“The integration process moved quickly because the two companies were highly complementary in terms of product portfolios, service offerings, market coverage and strategic focus,” said Agostinelli in today’s official announcement. “Both brands had substantial equity with customers and partners around the world. The integration positions us well to provide complete identity management solutions which include leading biometric enrollment and authentication hardware and software,  a robust workflow management platform,  and a wide range of professional services and support offerings.”

The rebrand is not just in name. Crossmatch has also launched a new website to compliment its new branding.

According to Agostinelli, a great amount of research went into creating this new identity. It was important to make sure that Crossmatch maintained the best aspects of each initial company to its offerings.

“We were careful to preserve that brand equity and create a new brand that is greater than the sum of the parts,” he said.

In the press release announcing the rebranding, Crossmatch said its target vertical markets include government, defense, law enforcement, banking, retail and corporate enterprise.

November 4, 2014 – by Peter B. Counter