APT to rename itself after a tree in April


SALT LAKE CITY—Alarm Protection Technology, also variously known as Alarm Protection and APT, will change its name next month to Alder.

On the heels of a big court win against resi giant ADT, which sued APT for trademark infringement and deceptive and fraudulent sales practices, APT told Security Systems News that a rebranding is in the works.

Before the ADT vs. APT case went to trial in February, a federal judge had issued a preliminary injunction preventing Alarm Protection Technology from using its APT acronym. So the company temporarily dropped the “T” and went by Alarm Protection, according to the company’s general legal counsel, Adam Christian.

The company could go back to using its full name now that it has won its case, Christian said, but is opting instead to go with Alder.

“Alder, comes from alder tree. We like the symbol of the tree. It’s a tree of protection, a tree of opportunity and it reflects family as well,” Christian said.

It also reflects the company’s future expected growth and expansion of services, he said, declining to comment specifically on what that service expansion will include.

“There will be other services that are closely aligned with protection and our interests,” he said.