Why we’re here and how we sound
© Securitas AB 2021. See a different world.
Tools and rules for a consistent brand
Bringing our brand to life
Home Visual Identity Core Elements Imagery
Our range of imagery shows the different aspects of the Securitas offer and its global reach. Our customers are given equal prominence alongside our guards to indicate their importance to our company ethos.
We want to be personal, human and relatable, as well as reliable, assertive and confident.
We show a holistic view of our operation, using the power of imagery to articulate our purpose and ethos in a unified and distinct fashion. In addition, our aim should be to reinforce our forward-thinking approach to security with a dynamic and engaging range of imagery.
Our image concept will focus around the use of three defined image types.
Each of these image types will reflect aspects of the Securitas offer, process and values to differing degrees.
By considering our level of zoom and the distance we place ourselves from the subject of the image, we can speak in a variety of tones of voice.
A selection of bigger picture imagery that helps to contextualise the scale of the Securitas operation.
This level of zoom is aimed at conveying a sense of approachability and humanity to the image bank. It’s an effective tool for communicating that we’re a company that focuses on people; our customers, our guards and the relationship between them.
Close shots that show our curiosity and attention to detail. They provide a supporting detail to our communication. While rarely used as hero or headline imagery, having a range of detailed imagery helps us communicate more effectively and tell our story more engagingly.
Distinct categories not only build coherence, but help us determine which tone of voice we should be using.
Top level communication image
Representing the brand, our global reach, and communicating a specific subject.
Representing the emphasis on being a human-facing brand with matching values
Supporting, giving depth and detail (not to be used on its own).
Imagery is an essential tool for communicating the human side of Securitas. As such, we recommend using them generously, but ensuring they’re appropriate for the task at hand.
Colors & tonality
With a wide variety of subject matter depicted by our image library, to guarantee a sense of cohesion we ensure the color and tonality of our imagery is unified.
Avoid these treatments when creating new Securitas imagery, or when working with any photography from the current image bank.