Securitas, an intelligent protective services partner, has launched a major update to its global brand identity and positioning. Headlined by the tagline “See a different world,” the new brand highlights the company’s approach to security and the impact of its technology. It includes the first major update of the Securitas logo since 1972.

“This is a milestone for our company and our industry,” said Mauro Silva, vice president of brand and strategic marketing, Securitas. “We reflected on our strategy, our world and what clients expect from us today and saw an opportunity for differentiation. Securitas is a knowledge-driven company where engaged and talented people make a positive difference every day. This brand expresses our confidence in the future, while remaining true to our heritage and people, and makes our leadership clearer than ever.”

Securitas’ new brand will be visible on Securitas’ personnel uniforms, vehicles, equipment and facilities, as well as its digital tools and online channels. The brand will be rolled out gradually across the company’s worldwide operations.

The tagline “See a different world” is intended to resonate with audiences within and beyond the security business, and to enable Securitas to engage in conversations with a wider range of stakeholders.

“Our new brand shows the world who we are and where we’re going,” said Magnus Ahlqvist, president and CEO, Securitas. “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 world’s most recognizable 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.”

Securitas has 355,000 employees serving 150 global clients and more than 150,000 clients in total across 48 markets. The company is accelerating its digital transformation through investing in data-driven tools and analytics and by interacting with clients in innovative ways, and aims to double its sales of electronic security and security solutions by 2023.