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Tools and rules for a consistent brand
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Data visualization is a form of communication that can portray complex information in graphical form. As part of the Securitas visual identity, the resulting visuals are both designed to make it easy to compare and read data, but also to build brand equity in all touchpoints.
These principles help us to ensure it’s easy for customers to understand information, and conversely, make it easier for employees to articulate the relevant information externally and internally. This all happens within the distinct framework of the Securitas visual identity.
The basic forms of the circle and square are the starting point for our infographics. This helps us design and execute in a clear and digestible way.
Simple and elegant arrows, with dot as points.
Single variable arrow
Bullet point arrow
Multiple target arrow
Single variable point
Left flush point legend
Right flush point legend
Dotted area marking
Try to keep the amount of different type sizes within the same application to a minimum. By repeating the same type sizes across different applications we create a coherent visual standard.
If differentiation is needed, for example between a sub-heading and a body copy, this can be achieved by weight rather than size. We recommend that type sizes are separated by a factor of at least 1.5, in order to make them stand out from one another.
When creating infographics, we begin by selecting a primary or accent color that acts as the ‘theme’ for the specific application. Depending on how many colors are necessary to communicate the information, we then add colors from the information palette that create harmonious compositions.
For example, if creating infographics based around the SEC Red, then the additional colors should be reds from the information palette. If more than 4 colors are required within a complex diagram, guidance is provided on the Brand Portal.
In some specific circumstances, we can combine the primary and accent colors, complimented by White or SEC Light Grey.
This application is very much a top level approach and should be used sparingly, for example when there is a single infographic that lives in isolation from other content. This way, we communicate using the stronger components from the brand color palette.
Charts / graphs