Securitas
See a different world — a new identity for the world’s leading intelligent protective services partner
Business design
- Communications strategyCommunications platformTone of voice
Brand design
- Design strategyBrand identityBrand implementationBrand movieCustom typeface
Experience design
- Global websiteBrand portal
Securitas, the world’s leading intelligent protective services partner, turned to Kurppa Hosk to develop a visual identity and communications platform that fully reflected the company’s commitment to a human, progressive and innovative approach to security. The result was the first major update to the company’s global brand identity, including an update to the well-known Securitas logo, which has remained unchanged since 1972.
“This is a milestone for our company and our industry. We reflected on our strategy, our world and what clients expect from us today and saw a real opportunity to stand out from our peers. This revitalized brand expresses our confidence in the future while remaining true to our heritage, and will make our position as leaders clearer than ever.”
Mauro Silva, VP Brand and Strategic Marketing, Securitas
Following Securitas’ ambition of making security easy, the strategy behind the new identity focused on making the Securitas brand clear and understandable. The challenge: to ensure each experience and interaction with Securitas is that of one distinct brand, while also delivering on the modern-day functional criteria of scalability and flexibility.
The solution was to retain the strong heritage of the Securitas brand while setting the logo free, bringing the famous three dots into the future along with new imagery and design elements. The new visual identity, which is both human and dynamic, assertive and unified, will appear on Securitas’ personnel uniforms, vehicles, equipment and facilities, as well as the company’s digital tools and online channels.
Alongside the new visual identity, the brand concept “See a different world” – centered around the unique perspective that experience brings – was developed. The concept marks the start of a bold new communications strategy that has the potential to transcend the category and resonate with audiences both within and beyond the industry.
