Rebrand and Logo Design

Summary

GuardOne needed a new logo and brand identity for their name change, Security Solutions of America, which was made necessary by their expansion into a new market and territory.

The new logo had to fit into their current branding, while also reflecting their five pillars of offerings, their Mission, Vision, and Values, and their four key themes: Strength, Coverage, Focus, and America.

Logo Development
Branding
Brand Execution

Brand Identity

The new identity needed to both conveyed the company’s future state, while also staying true to its roots so as to not alienate their current customer base.

Overdrive concepted several logo options that ranged in theme and construction. The selected design used 5 geomatic or repeating shapes to represent their 5 pillars. The cube as a whole represents security while containing elements that feel reminiscent of the American flag.

As one of the most popular typefaces in graphic design history, Helvetica, the selected font, has a longstanding relationship with American-based brands making it ideal for this logo design.

Logo Package

A full logo package was built out and provided to the newly branded Security Solutions of America. This kit included the logo in different file types, orientations, and sizes for various use cases.

Color Guide

The Brand Color Guide not only worked to inform on color for marketing materials but was also educational on logo file usage for employees.

Execution of Brand Identity

Two business card designs were created to showcase the logo in both full color and knocked-out format.

Execution of Brand Identity: Ads

Digital display banners, social, DOOH, and print ads were developed to bring the new brand to life. These ads focused on one of Security Solutions of America’s newest pillars of protection: Remote Guarding.

Execution of Brand Identity: Nurture

Overdrive proposed a new asset to promote Security Solutions of America’s product offerings, while also creating a landing/thank you page and nurture email template in order to lead prospects down the sales funnel.