Home Visual Identity Visual extension Gradients

Gradients

The visual extension includes 3 different types of gradients, 2 gradient backgrounds and a gradient photo overlay. Each comes with separate instructions, read more below.

Downloads

Gradient files (47.3 MB)
3d gradient files (7.7 GB)
Picture overlay (40.9 MB)

Gradient background

Gradient backgrounds introduce greater energy, depth and movement into a layout while remaining aligned with the core Securitas visual identity. They create more dynamic compositions that help draw attention to key messages and content.

Best practice

Gradient backgrounds should always be used as the primary background element of an asset. Only approved Securitas gradients may be used, although they can be repositioned and scaled to suit different applications.

 

Do

  • Use only approved Securitas gradient backgrounds.
  • Reposition gradients vertically, horizontally or diagonally as required.
  • Scale gradients to achieve the desired visual effect.
  • Ensure the logo is placed on dark or high-contrast parts of the gradient.
  • Use gradients together with photography only when images appear inside shapes or device mock-ups.

Don’t

  • Place gradient backgrounds directly on top of photography.
  • Position the logo on lighter or clear purple areas of the gradient where visibility and contrast may be compromised.

3D gradient

The 3D gradient introduces strong movement, depth and visual impact, creating an immersive and highly engaging brand expression. This element is intended for high-visibility digital applications where attention, innovation and energy are key objectives.

Best practice

3D gradients should be used exclusively in digital applications and only from the approved asset library. Their strength lies in their visual impact, which means they should be used carefully and with restraint.

 

Do

  • Use 3D gradients only in digital channels.
  • Position typography in clear areas around the gradient shape.
  • Use a text box where additional contrast is required.
  • Use photography only when it appears inside a defined shape or device mock-up.
  • Always use approved 3D gradient assets.

Don’t

  • Combine 3D gradients with other graphic elements.
  • Place the logo on purple areas of the gradient.
  • Position the main gradient form behind the logo.
  • Use 3D gradients on top of photography.
  • Alter, remove or replace the grain texture.
  • Create new 3D gradient shapes outside the approved asset library.

Photo gradient overlay

The photo gradient overlay enhances photography by improving text legibility and adding subtle depth and dimension. It offers a natural extension of the existing brand aesthetic without significantly changing the overall appearance of an image. By using colors from the Securitas palette, it helps maintain a cohesive and recognizable visual identity.

Best practice

Use photo gradient overlays when text needs to be placed on photography and additional contrast is required. The overlay should be applied along the edges or corners of the image and can help both typography and logos stand out more clearly.

 

Do

  • Apply overlays along the edges or corners of photographs.
  • Use overlays behind headlines and sub-headlines.
  • Use overlays when needed to improve logo visibility.

Don’t

  • Place overlays over people or key subjects.
  • Position overlays in the centre of an image.
  • Place body copy on top of the overlay.
  • Use overlays as a standard treatment on all photography. They should be applied selectively and only when needed.