Securitas has launched a major update to its global brand identity and positioning – the first major change in nearly 50 years.
Headlined by the tagline ’See a different world’, the new brand is said to highlight the company’s human and progressive approach to security, and the positive impact of its innovation and technology.
According to the business, Securitas’ new brand “delivers an original tone of voice, visual identity and a positive, proactive storytelling agenda”. It will be visible on Securitas’ personnel uniforms, vehicles, equipment and facilities, as well as the company’s digital tools and online channels. The brand will be rolled out gradually across the company’s worldwide operations.
The tagline ‘See a different world’ is said to emphasise the expertise and diversity of Securitas’ people and its offerings.
Magnus Ahlqvist, President and CEO, Securitas: “Our new brand shows the world who we are and where we’re going. It builds on Securitas’ proud heritage and values of integrity, vigilance and helpfulness, and focuses on our unique people and high-impact technology. 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.”
Shaun Kennedy, Country President, Securitas UK comments: “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 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 employees, with 355,000 employees globally serving more than 150,000 clients in total 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” and aims to double its sales of electronic security and security solutions by 2023.
Securitas has highlighted the growth of integrated technologies, including big data and AI though IoT impacting upon the industry, with a growing need for skilled and highly trained security officers. It notes how its own security operation centres (SOCs) are able to gather large amounts of data from camera feeds, sensors, incident reports and access controls to better manage real-time detection and prediction of incidents.
Mauro Silva, VP Brand and Strategic Marketing, Securitas: “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 where engaged and talented people make a positive difference every day. This brand expresses our confidence in the future, while remaining true to our heritage and people, and makes our leadership clearer than ever.”
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