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Home Visual Identity Core Elements Typography
Typography is an essential component of the visual identity. Our bespoke typeface, Securitas Pro, gives us a new voice that’s both friendly and authoritative, while ensuring a uniformity across all touchpoints and forms of communication.
The identity places a heavy emphasis on contemporary typographic expression, but also ensures clarity of communication doesn’t suffer as a result. Securitas Pro, and the treatment of it, creates a visual coherence across all of our communication and helps us increase recognition and strengthen our brand.
Securitas Pro is a typeface built entirely in the brand’s image. Its design carefully straddles the space between expressive and functional. The typeface is timeless in its appearance, crafted with thorough attention to detail, and is functional across a range of different uses and touchpoints. But beyond this, it’s approachable and characterful, making it perfect for a more expressive forms of application.
The letterforms take visual inspiration from the symbol, paying homage to the three dots through the application of geometric curves. The contemporary yet considered design ensures that whatever the task at hand, Securitas has a unified and appropriate voice in which to speak.
Securitas Pro is available in three weights – Light, Regular and Bold.
The three weights each have their own functionality and uses, meaning that headlines, body copy, and supporting typographic detail are all accounted for. With these options available, it’s easy to communicate clearly across all types of application, from larger messaging to smaller, more informative texts.
The evident contrast between the weights ensures there’s a clear definition between them, and means it’s easy to achieve typographic hierarchy whenever necessary.
Securitas Pro Bold is intended for headlines, display typography and titles.
It can also be used as a way of highlighting smaller texts, but its predominant usage is for hero messaging.
Securitas Pro Regular is used for all areas of body copy and smaller text. It’s the most effective of the three weights for legibility, and as such, is best used when trying to communicate information clearly and practically.
Securitas Pro Light is used to provide typographic contrast, and is often paired with Regular or Bold. It is rarely used in isolation. It is most commonly used for pull-quotes, or areas of text that are being highlighted within a larger typographic composition.
Each of the three weights comes with and italic version. The identity encourages restrained usage of Light Italic, Regular Italic and Bold Italic. They should be used when emphasizing selected words or sections, but never as a singular application if possible.
Inspired by the three dots and our brand strategy, we use the ‘rule of three’ as a reference point that informs many of our design decisions.
However, it is not prerequisite to always use ‘three’ columns. A grid based on multiples of 3 (6, 9, 12 etc) can be used to give flexibility and create a variety of layouts.
Please note that the ‘rule of three’ is an overarching concept to create unity across the design system, and exists to provide initial inspiration for design layouts. It is a rule intended to help, not hinder, so is to be used as inspiration rather than as something that restricts.
With body copy and smaller text, there are multiple different articulations and applications that will arise.
The key is to always use Securitas Pro Regular, and to be considered and practical in terms of how it is presented. Columns help us to echo the visual typographic language of the brand, and again, are informed by the ‘rule of three’. These can be rigid in their compostion or more expressive, creating dynamic typographic compostions.
By applying the principles described on the previous page we can create a broad range of design layouts that still feel like one consistent and unified graphic language.
The examples here use the ‘rule of three’ as a guiding principle but allow for small variations to ensure dynamic and interesting type layouts.
Across both print and digital touchpoints, our point and pixel sizes following the same system.
We use multiples of 3 and 6 to define our sizes. This ensures that while we have a recommended selection of commonly used sizes, there is also the scope to add more if there are specific needs.
At larger sizes, it’s best practice to reduce the leading (space between the lines) and the tracking (space between the letters) to achieve the correct visual expression.
At smaller size, the leading often proportionately increases to maximise legibility and create a more apt expression for body copy.
Since Securitas Pro is a strong brand carrier it should be applied whenever possible within our organisation.
However, when there is the need for a system font which requires no special license and is available on all computers, our fallback choice is Arial.
The general typographic treatments are the same for Arial as they are for Securitas Pro. However, since Arial is lacking the ‘Light’ weight, we use Arial Regular to replace Securitas Pro Light.