Brand identity development
After 25 years, the time had come to review SecuriGroup's logo. Already client of Braque for the redesign of its website, the insurance company asked us to help them with their visual identity as well.
Aware that this was a delicate exercise for a company that had earned a solid reputation over the years, we considered that we had to:
Modernise the logo without distorting it
Keep the torch symbol, which was meaningful to the company
Develop a logo that could compete with the visual impact of other logos in a world of co-branding which is more and more frequent
To develop a more up-to-date image for SecuriGroup, we also wanted to:
Use a more modern font that corresponds to current trends
Delete the italics from the name
The logo redesign rejuvenated SecuriGroup’s image, yet preserved its gains and visual recognition. The change is important enough to impact consumers and internal audiences positively while maintaining a certain continuity.