Autodesk unveiled its new logo and branding initiative at the TED (Technology, Entertainment, Design) Conference in Long Beach, Calif.

Chris Bradshaw, senior vice president and chief marketing officer for Autodesk, wrote on a company blog that the branding effort is “not just a surface change, but a reflection of how we are evolving our business” from CAD to 3D to cloud- and mobile-based software for rent.

The company plans to unveil more branding changes soon.

Bradshaw said the logo change is the most significant branding update in the company’s history. It carries the Autodesk name for the first time in more than a decade and was developed in-house. Autodesk also has a newly redesigned website at www.autodesk.com.