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.

1. Wide

A selection of bigger picture imagery that helps to contextualise the scale of the Securitas operation.

2. Personal

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.

3. Detail

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.

1. Wide

Top level communication image

Representing the brand, our global reach, and communicating a specific subject.

Used in

  • Top level communications
    (covers, first page web, banners etc)
  • Employer branding (adverts, brochures etc)
  • Digital marketing (banners, presentations, etc)

2. Personal

Hero image

Representing the emphasis on being a human-facing brand with matching values

Used in

  • Branding (campaigns, events, etc)
  • Top level communications (covers,
    first page web, banners etc)
  • Employer branding (adverts, brochures etc)
  • Digital marketing (banners, presentations, etc)

3. Detail

Supporting image

Supporting, giving depth and detail (not to be used on its own).

Used in

  • Second tier communication (detailed information, supporting images)
  • Digital presentations (PowerPoint, backgrounds)
  • Content pages in printed matter and on web
  • Decoration

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.

  • Use full bleed imagery.
  • Avoid using any objects to mask an image (no circles, ovals). Use square or rectangular bounding boxes to define the image.
  • Be singular. Don’t place an image over another image. Make sure the imagery is given the required space and prominence it deserves.
  • Be intelligent with any overlaying typography. Don’t block crucial areas of the image, or place text over busy areas that render it unreadable.

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.

  • Soft and muted in tone, with our color palette as the inspiration for the hue of the photos.
  • Desaturated and calm in color, with punchier accents creating moments of intrigue.
  • Natural light. No flash.
  • Not staged or fabricated, showing honest activity and interaction.
  • Customers and personnel should show ethnic diversity.

Avoid these treatments when creating new Securitas imagery, or when working with any photography from the current image bank.

  1. Graphic + icons integrated
  2. Rendered + Fake
  3. Monoculturalism
  4. Posed + staged photos
  5. Overly saturated
  6. Overexposure
  7. Decapitate + dehumanize people
  8. Optic distortion

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