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Case: Broadview Security 2009


2009

old logo
THE STORY

Brinks, the U.S. security services company, will keep its armored trucks, but has spun out its home/commercial security systems business to an entity now named Broadview.  The deal gave the spinout three years in which it could continue to use the Brinks name and only five years running room, after which Brinks might choose to  compete again (as Brinks) against Broadview.

Landor Associates won the assignment to position, name and design the new company. Strategically, should they hang on to the famous "Brink's" brand as long as possible? Landor advised a quick, clean break to a new name and look, eased only by the transitional tagline "The Next Generation of Brink's Home Security." Creative development would be premised on a positioning summarized as "Active Protection."

In several rounds of name generation (and a reported master list of 2,500 candidates) the coined combination "Broadview" was an early and steady favorite, and fortunately could be deemed an acceptable legal risk.  Its suggestion, "we see everything," directly supports the recommended brand promise, Active Protection. (Retention of "BR" in the name was seen as inconsequential but kind of cool.) "Security" was added to the logo, as well as the formal name, to help establish the fundamental brand promise, but Landor anticipates it can in time be dropped from the logo.

The design strategy (a wordmark with graphic device incorporated) focuses (in this case quite literally) on the name, a big help in seating and promoting the brand. The all-caps wordmark, simple and confident, is  deliberately 'broad,'  yet the mark as a whole is functionally compact. The bracket shapes embrace 'view' in a visual pun, which Landor calls the Eye Graphic. Its secondary application, as a graphic framing device in advertising and marketing communications,  neatly connects the brand to its key messages. "The shapes suggest protective hands, as well as an eye" creative director Chris Lehmann notes.

To launch the new brand, CEO Bob Allen has committed up to $120 million in additional advertising over three years, roughly double the prior budgeting level.


CREDITS

Landor Associates (SF)


CASE INFO

Submitted by: Tony Spaeth, 26/07/2009
Status: Estimated by Tony Spaeth
Category: Support Services
Country (HQ): United States


MATRIX DATA

DRIVERS

  

TOOLS

Structural driver: 50%   
Spinout or de-acquisition
  Preserve existing equity
 5%  x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
Spinout or de-acquisition
  Express a new vision
 45%  x  Identifier tactics: Name change: Created words
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Verbal elements: Formal/legal names
    x  Change event : High visibility: Campaign
    
Strategic driver: 50%   
Broaden scope/scale/visibility
  Elevate public profile
 30%  x  Identifier tactics: Name change: Created words
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Verbal elements: Formal/legal names
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
Change internal culture
  Enhance pride & confidence
 20%  x  Identifier tactics: Name change: Created words
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Change event : High visibility: Campaign