Securitas has launched a major update to its global brand identity and positioning the first major change in nearly 50 years. Headlined by the tagline See a different world, the new brand is said to highlight the companys human and progressive approach to security, and the positive impact of its innovation and technology.

According to the business, Securitas new branddelivers an original tone of voice, visual identity and a positive, proactive storytelling agenda. It will be visible on Securitas personnel uniforms, vehicles, equipment and facilities, as well as the companys digital tools and online channels. The brand will be rolled out gradually across the companys worldwide operations. The tagline See a different world is said to emphasise the expertise and diversity of Securitas people and its offerings.

Magnus Ahlqvist, President and CEO, Securitas:Our new brand shows the world who we are and where were going. It builds on Securitas proud heritage and values of integrity, vigilance and helpfulness, and focuses on our unique people and high-impact technology. We work with many of the worlds most recognisable companies, and our new identity makes it clear how we can help create a more sustainable and inclusive future together with our clients and partners. It will open even more doors for our business and accelerate our strategy execution.

Shaun Kennedy, Country President, Securitas UK comments:At a UK level this is an exciting opportunity to differentiate ourselves as a world leading organisation, showing our commitment to the future with a significant step change and approach. We aim to transform the security industry in the UK and our new brand identity and positioning are key steps in our strategy for progressive business growth in 2021 and beyond.