When Securitas got into contact with us in 2007, they wanted to do something quite impossible. The new Communications Manager at the Company Gisela Lindstrand, who we had worked with at her previous job, asked us a direct question: “Can you do a nine-month job in three months?”
One minute later we saw the start of a project that would represent a change of direction for this world leader in security. Securitas was at that time in a line of business where practically all communication was based on men and muscles. Pictures of men with short hair and rolled-up sleeves and their guard dogs was the norm. Our first insight was easy to formulate: Knowledge can also be muscles. We had this thought in our minds when we developed a new global strategy, design and tonality for the brand.
Security is not created by highlighting the threats that exist, but by working proactively with the right knowledge. In short, good security is never noticed (rather like good football referees). Securitas’s new positioning is to leaders in security know-how. .
The new design system is effective, simple and straightforward. A More distinct logotype increases its clarity and a clearer colour palette helps to consistently link together the brand experience – from the web and brochures to guards and cars. A new typeface with its own individual profile, Securitas Sans, gives weight and clarity to messages and headings. We have also produced new imagery.
