Laru Technologies Reveals New Brand

New visual identity system uniting all Laru products

Folsom, CA, April 24, 2013 —Laru Technologies, a leading Financial Institution (FI) ACH-Wire fraud detection, cross channel analysis, and risk management solution, has unveiled its new brand and identity at NACHA Payments 2013.  The re-branding project, which began earlier this year, will help foster a unified company through improved recognition and awareness, as well as provide customers with a deeper understanding of Laru’s depth and breadth of products.

The new Laru Technologies company logo features clean, contemporary lines and a modern, confident graphic structure. The logo accurately reflects the essence of Laru – Strength, Security, Innovation, Dedication, and Integrity. Through these brand identity updates, Laru Technologies creates separation and distinction in the marketplace while respecting the past and representing the future.

“Our goal in the re-branding project was to truly bring out Laru’s unparalleled and collaborative culture, as well as to highlight Laru’s many proven products as being one complete solution for the FI industry,” said Rajiv Donde, president of Laru Technologies. “While the new company icon is a distinguished mark fostering Laru as a mature, proven, and strong company, it represents our core firm values that ultimately demonstrate our client commitment, comprehensive solutions, and trustworthiness in the FI industry.”

Part of the new company brand is a new identity system setting the visual direction for Laru’s complete product suite. The re-brand was designed to clarify and amplify Laru’s products, Vision, Clarity, and FileFox. Intuitive, smart and supportive, the new brand allows FIs to experience Laru as an approachable and knowledgeable partner in ACH-Wire fraud detection and risk management from a single-source solution provider.



The previous logo was created in 2004 and has served the company for more than eight years. During that period, Laru Technologies has expanded its portfolio and increased its value and relevance to its customers by bringing together fraud detection, risk management, and automated comprehensive reporting. Today, Laru’s newly released Wire Vision scrutinizes every new transaction at a different level than other solutions detecting differences other systems may miss.

  • Posted: April 24, 2013