Brian Sims
Editor
Brian Sims
Editor
GLOBAL SECURITY solutions provider Securitas has launched a major update to its global brand identity and positioning. Underpinned by the strapline ‘See a different world’, the new branding is designed to highlight the company’s “human and progressive approach towards security” as well as the positive impact of its innovation and technology. It also includes the first major update of the well-known Securitas logo since 1972.
Securitas’ new logo “delivers an original tone of voice and visual identity” in tandem with a positive and proactive storytelling agenda. It will be visible on the company’s uniforms, vehicles, equipment and facilities, as well as its digital tools and online channels. The brand is presently being rolled out gradually across the company’s worldwide operations.
The tagline ‘See a different world’ emphasises the expertise and diversity of Securitas’ people, as well as the innovativeness and relevance of its offerings. It’s deliberately intended to enable Securitas to engage in conversations with a wider range of stakeholders.
Magnus Ahlqvist, president and CEO of Securitas, commented: “Our new brand shows the world who we are and where we’re going. It builds on Securitas’ proud heritage and our core values of integrity, vigilance and helpfulness, while also focusing on our unique people and high-impact technology.”
Ahlqvist continued: “We work with many of the world’s most recognisable companies and our new identity makes it clear how we can help create a more sustainable and inclusive future together with our clients and partners. It will open even more doors for our business and accelerate our strategy execution.”
Opportunity for differentiation
Shaun Kennedy, country president of Securitas UK, added: “At a UK level, this is an exciting opportunity to differentiate ourselves as a world-leading organisation, showing our commitment to the future with a significant step change and approach. We aim to transform the security industry here in the UK and our new brand identity and positioning are key steps in our strategy for progressive business growth in 2021 and beyond.”
In the UK, Securitas employs around 9,000 members of staff, with 355,000 employees globally serving more than 150,000 clients across 48 markets. The company is accelerating its digital transformation through investing in data-driven tools and analytics and by interacting with clients in innovative ways. Indeed, the business aims to double its sales of electronic security and security solutions by 2023.
Mauro Silva, vice-president of brand and strategic marketing at Securitas, concluded: “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 an opportunity for differentiation. Securitas is a knowledge-driven company wherein engaged and talented people make a positive difference every day. This new branding expresses our confidence in the future, while remaining true to our heritage and people. It also makes our leadership clearer than ever.”