CASE STUDY

SECURITY & SAFETY THINGS

Gaining the recognition and the trust

OVERVIEW

A brand is like a person, in how it shows up in the world and builds relationships with its audiences.

Defining who we are as a company and what we stand for, gives us a great opportunity to really stand apart from our competitors in the market.

Based on many conversations with the leadership and employees of S&ST we have defined the personality of our brand.

Additionally, visual & verbal communication has been defined and a brand book was created.

WHAT WE DID

Stakeholder interviews & workshops
Brand-core definition
Logo design
Visual & verbal language definition
Guideline creation

3 BIG TAKE AWAYS

01. Defining the personality of our brand

02. Conveying the brand personality through voice

03. Communicating the brand through visual assets

Defining the personality of our brand

BRAND STAR

Our personality is defined by five traits. Expressions of our brand should ideally encompass all five of them, but it is not always possible to dial up all five traits. But it is critical to never do anything that goes against any of them.

Bringing our brand to life is about being cohesive across the experience not necessarily perfectly consistent.

Conveying the brand personality through voice

TONE OF VOICE

Our messaging expresses our brand’s essence, signalling who we are and what we stand for.

If we do this consistently, it will create the feeling: “that sounds like Security & Safety Things.”

Additionally, we have also defined a glossary and a style guide for copy writing.

Communicating the brand through visual assets

VISUAL PRINCIPLES

Our visual appearance is built around the enduring qualities of our brand personality: daring, positive, open, smart and trustworthy.

BRAND NEW LOGO

Our updated logo will help to make our brand more legible and more recognizable — in all sizes and in all contexts. Our logo mark is inspired by the round shape of a camera lens and can represent the hardware side of our ecosystem.

Parts coming together, apps being added to a device, partners collaborating parts to a bigger picture — the mark can stand for the openness and flexibility of our platform.

VISUAL GUIDELINE

We updated our brand colors for better usability, while keeping the overall intention the same.

“Graphik” is our brand typeface. The low contrast and large x-height give the typeface great versatility. It is suitable for display purposes as well as
for text sizes.

Our illustration style is well established, and its vibrant colors represent the innovative and daring nature of our brand.

Our photographic images should all feel related, and represent our brand personality. First, images should feel positive and welcoming — but with a focus on professional and cutting-edge tech.