BY Armin

Smile, You are on Security Camera

In October of last year Brink’s Home Security, the 26-year-old consumer and residential division from security and protection company Brink’s, was spun off as its own company and went public. As part of the agreement, Brink’s Home Security would have three years to drop “Brink’s” from its name. This week the company announced its name change to Broadview Security.

Midway through their FAQ section, Broadview Security gives a little insight into the process:

Last year, we hired Landor, a top-tier branding agency, to help us develop our new name and brand. As part of Landor’s research and development process, we involved employees and customers to help us determine the key elements of our organization, our brand and our legacy that are essential to who we are. In addition, Landor conducted external market research to ensure the brand resonates with suppliers, partners, customers, and other external audiences. Finally, we tested and narrowed down our choices. Then, Broadview Security was selected.

There is no confirmation or clarification whether Landor also did the identity, but hopefully they will be happier with this project than they were with Syfy. I do like the name change, it sounds comforting and it’s probably better to take a few steps away from the Brink’s name which is typically more associated with their armored trucks and people with bullet-proof vests and shotguns.

In terms of the identity, the softer and more vibrant blue is definitely an improvement over the gloomy and corporate dark blue of the previous logo, certainly more consumer oriented. I can perfectly imagine the pitch for this logo as the sideway parentheses being like hands protecting and cradling the consumers, and it sort of works. You do get a sense of protection and support. For some reason I keep wanting to see a smile with the lower parenthesis, but the logo does not seem to be smiling at me. For a consumer brand this is remarkably serious, which goes well with the subject at hand, so it’s nice to see that they didn’t go with lowercase, bubble typography to appear friendlier and warmer. Overall, if I were contracting security for my home, this identity lets me know that Broadview Security means business.

Thanks to Justin Molloy for the tip.

DATE: Jul.02.2009CATEGORY: Lifestyle 55 COMMENTS

Lindsay’s comment is:

I dislike the distortion of the type on the old, an improvement to a 'nice' logo. Looks much better with the black text on white, rather than the application on the site. The placement of the security makes me think that Broadview are a larger multi-facet company.

I see the parentheses as a kind of target or scope-ish symbol, but more in the sense of a friendly company watching over you.

On Jul.02.2009 at 07:58 AM

Dwight’s comment is:

The first one was clearly outdated (for some reason, I'm associating it with the old AT&T logo.) and their decision to redesign is a good one.

Every aspect of the brand identity was improved—the name, color, icon and type. The parentheses, albeit overused, is quite effective in this one as it conveys both a sense of security and viewing.

They also look more trustworthy, which is extremely important given their industry.

On Jul.02.2009 at 08:04 AM

jmk’s comment is:

My office is between two banks, so everyday i see the armored Brinks trucks with the swat team action going on. To me, that kind of embedded the Brinks logo in my mind as monster security that you just can't beat. I guess the strong typeface helped as well.

I like the new logo but it doesn't seem as strong and imposing as the old one to me, especially with the thinner typeface and clean web 2.0 look. But it could just be because of the strength of the Brinks branding that I see everyday.

On Jul.02.2009 at 09:43 AM

Anderson Wilson’s comment is:

It's interesting to note that that their old logo dropped the apostrophe even though it appears in its official name. Another sign of the growing trend of apostrophe neglect in our society.

On Jul.02.2009 at 09:48 AM

Josh’s comment is:

I prefer the original approach to the identity for the exact reasons Armin liked the new one:

• (Brinks name) associated with their armored trucks and people with bullet-proof vests and shotguns.

• gloomy and corporate dark blue

I also get the impression that the new one has a smile.

For me, the value in the original Brink's mark and it's dark, solid, corporate feel was not for the consumer but for the person who would challenge it. It said "feel free to rob me, but expect 'bullet-proof vests and shotguns'" I don't want my security system to make me feel good, I want it to be ominous. I want it to be solid, something to evoke fear.

But that's probably just me.

On Jul.02.2009 at 09:55 AM

Chip’s comment is:

Talk about a bore. I'm sorry, but it looks like the designer did this in 10 minutes - Typed the wordmark in Gotham or something, typed the parentheses, rotated them, cut off the edges, and sent it to print.

I can see the direction the designer was taking with the horizontal parentheses becoming the eyelids and VIEW, the eye, but it seems as if this was a first go around and that it was not well thought out.

Security also is too far away from Broadview. A very mediocre rebrand at best.

On Jul.02.2009 at 10:05 AM

John Mindiola III’s comment is:

I'd love to know what those blue arcs mean. I never visited the old Brinks site (renter), but the new site leaves much to be desired. I understand that easy-access info is what's needed for an industry like this, but it just seems tired. Also, there was some clicking confusion as to what actually is the new site. I saw at least 3 different layouts.

On Jul.02.2009 at 10:16 AM

RGK’s comment is:

I agree that I feel more secure with bullet proof vests and shotguns... call me old-fashioned.

Neither the new name or logo does much for me.

On Jul.02.2009 at 10:17 AM

Deano’s comment is:

I agree with Chip, but it probably didn't take 10 minutes. Boring.

On Jul.02.2009 at 10:21 AM

jRod’s comment is:

The new logo is certainly more modern, but its not all that great, as it kind of reminds me of some cheap brand you would find at Target or Wally World. Brinks is a well known security brand... why would they want to destroy that image that has taken so long to establish? It seems that an updated Brinks logo would be the way to go.

I do think that this is an upgrade in design, but it is equally as much a downgrade in name.

On Jul.02.2009 at 10:26 AM

LB’s comment is:

The new logo and name are nice, but it seems like they've lost all brand equity. Brink's might have been known for SWAT team security, but at least it was known. It's going to take a lot of time and marketing to get Broadview into the public's awareness.

On Jul.02.2009 at 10:31 AM

Ryan Gonzalez’s comment is:

It's very staunch and un-interesting; even though it does fit the subject, I wish they had done something a little more daring and clever.

It's a decent kind of re-brand.

On Jul.02.2009 at 10:31 AM

Mog’s comment is:

While I agree that it might rank lower on the ass-kicking scale, it is much more modern and will suit the company well. The Brink's name was an asset, but it's one they couldn't keep. Broadview will work just as well, with time.

I wonder if keeping the BR- was intentional, a la Anderson Consulting and ACcenture (or so the story goes)...

Regarding the eye/smile/parentheses: Does anyone else try to complete a circle between the two of them? They're *so* close to making a circle. A missed opportunity perhaps, although that would probably err to close to the spotlight cliche (a la Showtime).

Regarding Chip's comment: I'd be interested to hear why you say "Security" is to far away from "Broadview." It's aligned to the top of the parenthesis. Any closer would just make it look messy, unless you move the parentheses inward, crowding the "View." But that's just IMO.

(And wasn't there sort of a moratorium on comments like "X took just 10 minutes to design"? I mean, let's be real here...)

On Jul.02.2009 at 10:57 AM

bge’s comment is:

Do anybody else see a key shape, pointing left?

On Jul.02.2009 at 11:10 AM

Steven Hoober’s comment is:

For a first renaming, I'd definitely have gone for the old logo treatment with the new name. Come up with a master plan so over a 5-10 year period it gets tweaked every 2 years into it's very own look.

Changing name and the rest of the brand treatment? Risky.

I also don't like the name. Long. Generic. If I think about it, it seems un-targeted and impersonal. Broad view vs personal. But I don't buy security like this, so what do I know?

On Jul.02.2009 at 11:11 AM

Chip’s comment is:

I'll take back my 10 minutes comment.

But you could have still moved security up a bit and align it with the bottom of the vertical edge of the parentheses like so.

On Jul.02.2009 at 11:17 AM

Chris Pace’s comment is:

I'm in agreement with Josh's points, but for an additional reason: As a renter I don't actually install home security, but I do put the stickers on my fire escape-accessible windows. To me, the only enhancement Brinks needed to make would be adding a snake or a wolf or something.

On Jul.02.2009 at 11:57 AM

Danne’s comment is:

It's not bad, but it doesn't deserves too much praise. While I think the parentheses make a nice graphic, I'm really underwhelmed by the typography. It looks cold, generic, and like it was chosen without too much consideration.

Not a bad concept, but it could definitely use some refinement. I'd be willing to bet that much more time was spent on market studies and research than actually developing the logo itself. Seems like this part of the process was rushed.

On Jul.02.2009 at 12:04 PM

Hibryd’s comment is:

Chip - thanks for tightening that up. The extra space was annoying. When the company name is that far separated, and given two very different sizes, I get the vibe that this was one of those multiple division logos. Change the color of the parentheses to red, drop in "Fire Protection" where "Security" is, and voila! A logo family for all the departments!

On Jul.02.2009 at 12:28 PM

Bill Dawson (XK9)’s comment is:

@Armin

Is this an experiment? Are you advocating for this logo to see if others will fall in line? :) This seems like a case of the Emperor's new clothes.

Yesterday's VistaPrint brandmark was awkward and amateurish. Today we get a Broadview- awkward and professional.

In design school some of you might remember being taught the principal of gestalt, "the whole is greater than the sum of its parts." To me, this logo is nothing but parts. BROADVIEW. SECURITY™. () (rotate 90º).

To any trained eye, the arcs are obviously parentheses. I'm struggling to come up with a justification for this as a symbol. Parentheses create sets and subsets in mathematics; is "VIEW" meant to be a subset of BROADVIEW? They also indicate an explanation or an afterthought (not a good association, methinks).

Seeing that this is Landor, I'm certain that there are at least 6 paragraphs in a strategy guide to explain these parentheses. I'm curious if they cop to the fact that they are typographic characters or, are they simply "arcs"?

If they are not intentionally parentheses, then I may have to rethink calling this "professional."

On Jul.02.2009 at 12:43 PM

hofd’s comment is:

hey Armin, Kraft Foods retouched it's logo again.

On Jul.02.2009 at 12:54 PM

carlo’s comment is:

there is no way this mark is landor.

On Jul.02.2009 at 01:02 PM

Mark’s comment is:

Overall this is a good rebranding, the logo is nice and clean, however I will miss the security-ness of the old logo.

I didn't notice a smile until you pointed it out to me Armin.

On Jul.02.2009 at 01:10 PM

Anonymous’s comment is:

That's unfortunate they had to change the name - the Brinks brand is very established. Though I wouldn't say I love the original logo, against the new one it is very bold and strong - something you want in a security company. The new one doesn't show that strength.

On Jul.02.2009 at 01:27 PM

Joe Marianek’s comment is:

Security logos need be immediate and say "F#%& OFF" to burglars. "Approachable, friendly, and clever" is not a communication strategy.

The strategy and execution has overlooked the most simple functional requirement; deter criminals.

Frankly, this is a dangerous and idiotic re-brand.

On Jul.02.2009 at 01:33 PM

Bill’s comment is:

Um,

If October was the kick off of this 3 year phase out of the Brinks relationship, I'm shocked that the logo drops all brinksyness entirely. The website uses "the next generation of Brinks Home Security" in three different places on the homepage alone, so I'm led to believe the window hasn't closed on using the word Brinks.

To leave that out is HUGE mistake.

Where I live, each summer a new company knocks and tells us they bought the company that was bugging us the summer before. Monitronics became SafeHome, which became APEX, which became MSL or MTS...I've stopped listening to them.

The only constant in 10 years are the Brinks signs on my street.

This logo throws stability (clearly a unique selling point) out the window and replaces the 26 year swat team heritage with what I suspect will be a team of guys in shorts with clipboards telling me "Brinks? Brinks is Broadview now. It doesn't say that anywhere, but trust me. Did you know there was a woman murdered in her bed a block from here?"

Why not:

year 1: Brinks-Broadview Security

Year 2-3: Broadview: A Brinks Security Company

Year 4: Broadview Security

Maintain the connection and perform a formal changing of the guard in public so people can follow along.

This is an inexcusable, not to mention potentially devastating, miscalculation if this is all they did.

On Jul.02.2009 at 01:38 PM

Calvin Buchanan’s comment is:

The new logo is fine, but It seems like they threw out 25+ years of recognition for no real reason. I would think that brand recognition in the security industry is huge. For consumers to know and recognize that brand is great, but if criminals know that brand then they are really doing a great something. And if the Brinks brand was being aligned with armored trucks, bulletproof vests and SWAT teams isn't that even better?

On Jul.02.2009 at 02:14 PM

Warren’s comment is:

Well ... now people who have fake Brinks Security signs in their front yards to fool burglars will be shit out of luck, won't they?

Seriously, though, I agree with the comments about losing an established identity. I have no notion whatsoever whom "Broadview" might be; it means nothing at all to me, unlike Brinks.

On Jul.02.2009 at 03:31 PM

Mark’s comment is:

I'm going have to agree here, the last think you want for an image of a security company is a picture of something soft,nice and friendly.

I agree with Joe the image you want for a security company something that says "F*** off burglars" all I can think of from this new logo is some security company from Malibu,California and workers that wear tropical shirts,and something yuppy-ish.

On Jul.02.2009 at 03:31 PM

Stuart’s comment is:

@Bill Dawson,

The parentheses look to me like an eye or perhaps a badge. I'll go with the eye given their field. In fact, I didn't see parentheses until everyone started screaming "run for the hills, it's parentheses" in this thread. Remember, this is for home security, not swat team, shotguns, raid the bunker, full assault, shoot it if it moves then shoot it again type of bank security. There needs to be a friendlier face to the brand and I think they have accomplished that. It's not perfect and I'd love to see some of the other options Landor designed, but it's an effective solution none the less.

On Jul.02.2009 at 03:35 PM

Mark’s comment is:

I'm going have to agree here, the last think you want for an image of a security company is a picture of something soft,nice and friendly.

I agree with Joe the image you want for a security company something that says "F*** off burglars" all I can think of from this new logo is some security company from Malibu,California and workers that wear tropical shirts,and something yuppie-ish and something for wealthy high end people.

What comes to mind is a name for a high end gated community,nothing really that comes to mind that says security, just a pretty name.

On Jul.02.2009 at 03:36 PM

Mark’s comment is:

It's supposed to be an eye? Wow, I never would have guessed it! looked like a bad smile, I think the arcs (yes I'll call them that) should be be closer together.

But I like the idea of an eye, that'll scare the burglars ****less,I just wish it was executed better.

On Jul.02.2009 at 03:43 PM

Matt Barnes’s comment is:

"Broadview" to me sounds like the name of a quiet little street in a suburban neighborhood. Maybe they're trying to emphasize the warm-fuzzy you'll get from feeling safe in your home rather than the badass-ness of most security logos.

Not saying it's a great idea, or that it's working. Just trying to find the logic here.

On Jul.02.2009 at 06:25 PM

Anonymous’s comment is:

I thought of a camera, as soon as I saw the two sideways parentheses. No clue about a smile, though.

On Jul.02.2009 at 07:11 PM

vance’s comment is:

Why has no one asked the most obvious question (to me at least)?

How does Landor keep getting work?

All of their work is boring and pedestrian at best. Recycled and just plain old crappy at worst. And they get millions of dollars for this mediocre work. Horrible. Horrible. Horrible.

On Jul.02.2009 at 08:06 PM

Wally Torta’s comment is:

Dropping the Brinks name was not a marketing decision. Armin says that in his very first sentence. Jeez, guys.

On Jul.02.2009 at 11:11 PM

eric ’s comment is:

Josh hit this out of the park.

What a stupid re brand on so many different levels.

"Landor conducted external market research to ensure the brand resonates with suppliers, partners, customers, and other external audiences"

They should have gone to a police line up and asked which logo looked most intimidating.

When will we stop making design decisions in focus groups ?

On Jul.03.2009 at 02:02 AM

Dale Campbell’s comment is:

I don't think the logo speaks enough about security. The execution seems a bit lax in my humble opinion.

Putting rotated "()" around the word "view" is a bit predictable and "blah"

Now, if the overall brand were extended to a point where the sideways "()" highlighted certain strengths that Broadview supplies, instills, or evokes, then I can say that this would be a decent idea.

But back to my original thought - the logo on it's own is a little weak. The last thing I would want as a customer (and as a customer, I really could care less what my security company's "suppliers, partners and other external audiences" think) is a logo that in no way evokes security in and of itself.

Again - just my humble critique and opinion.

Keep well,
Dale

On Jul.03.2009 at 09:15 AM

Joseph Maguire’s comment is:

A bit more conceptual but execution wise this is a mess in comparison to the older mark. They also lost a bit of originality.

On Jul.03.2009 at 10:44 AM

Nikabrik’s comment is:

I'm sorry, but this is bland, boring, lowest-common-denominator work. The name of the company in a totally uninspired font with two brackets. I ask you this: If you removed "security" from the logo, would people think it had anything to do with home security? It could be a wireless provider, a satellite dish, a contact lens solution, etc.

It's amazing that firms get paid hundreds of thousands to do something that could be done by a student at a local community college graphic design course.

On Jul.03.2009 at 02:20 PM

Toughguy’s comment is:

The Brinks logo looks sturdy, sure and serious.
The Broadview logo looks like we're gonna do
lunch and go shoe shopping. Fail.

On Jul.04.2009 at 10:56 AM

Olivier’s comment is:

I guess they chose between seducing consumers or scaring away burglars.
I agree with Nikabrik that it looks a bit like a cable provider.

On Jul.04.2009 at 03:33 PM

Jeff S’s comment is:

I read the sideways parentheses as an eye considering that it is cradling the word view.

On Jul.04.2009 at 04:35 PM

orangetiki’s comment is:

They went from 1980 to 1990. And not in a good way.

On Jul.06.2009 at 12:06 PM

Caitlin’s comment is:

Its just not a very interesting rebrand. They moved to a longer and no more exciting or memorable name. It has more literal meaning with real word connotation but I prefer creative unique names like www.brandbucket.com has Brinks was more my style.

On Jul.06.2009 at 01:53 PM

Elevated Graphics and Printing’s comment is:

We currently have Brink at our home and office. We just received the letter with the name change and new stickers.

I believe that the new logo will have more break-ins occur do to the fact that it's not well known and it looks like a logo that some mom and pop security company made on the PC with Paint.

We are considering changing Security Companies for both home and business.

On Jul.06.2009 at 05:49 PM

Anonymous’s comment is:

The logo looks like it would be good for something like a...not secure something.
The broken circle of the two bracts doesn't really impose the idea of security, if they took out the "security" I might think they were a camera, or window company. If they just closed the circle it would work much better.

The name doesn't sound very secure either, Brinks had a stronger impression. The name Broadview sounds like a company that sets up cameras for lazy stalkers who don't want to do it themselves

On Jul.07.2009 at 02:56 AM

Shauna’s comment is:

The logo looks like it would be good for something like a...not secure something.
The broken circle of the two bracts doesn't really impose the idea of security, if they took out the "security" I might think they were a camera, or window company. If they just closed the circle it would work much better.

The name doesn't sound very secure either, Brinks had a stronger impression. The name Broadview sounds like a company that sets up cameras for lazy stalkers who don't want to do it themselves

On Jul.07.2009 at 02:57 AM

Florence’s comment is:

“Concept?” What concept? I don’t see one. Broadview sounds like the name of a development, not a security company. What are they trying to say: we can see you? That’s not scary. It should be scary to the dumbest crook. “Landor conducted external market research to ensure the brand resonates with suppliers, partners, customers, and other external audiences." Duh. They didn’t show it to criminals, the idiots! If this is “professional,” the word has been redefined to mean “somebody got paid for this.” They shouldn’t have! The design is super-bland. There IS no idea here. I would never ever show this to a client! And finally, a security company shouldn’t have a friendly logo. Oy oy oy ...

On Jul.09.2009 at 11:50 PM

Brian Klepper’s comment is:

I think all security system logos should incorporate a strong emphasis on weapons into the design. So I don't think this revision wins in my book. The security is too low and something should have been done with the E in the circle.

To be honest the original should have had a makeover versus a new re-design. Brighter colors and a re-shape would have been more appropriate...

On Jul.28.2009 at 03:19 PM

Sabe Poco’s comment is:

It's a little late to post this comment, but hopefully it'll be useful.

In Perú, where I live, ORUS, one of the leading security and surveillance companies, redesigned its identity a couple years ago.

It's the same graphic concept! What do you think?
Check it at http://www.orus.com.pe/

On Jul.31.2009 at 11:23 AM

Mark’s comment is:

The Orus one works better since it looks more like an eye due to the fact that the parentheses surround an O rather than the word "view".

On Jul.31.2009 at 02:34 PM

Michael Pitzer’s comment is:

What idiot decided to change Brinks Home Security to Broadview Security?

On Aug.20.2009 at 11:35 AM

James R. La Frieda’s comment is:

After constantly receiving CP and CL (Communication Problems) on our Brinks Keypad for the past year and a half - and after paying Brinks $200 to install a cellular backup system board, and charging us an additional $7 per month for cellular backup - we found out today that our cellular backup wasn't even registered ! - meaning that we had no celluar backup, yet Brinks never had the decency or integrity to notify us of this communication problem - because the Barran Paging System - and towers- that they were using had been taken down !

In sum, Brinks or - should we say Broadview- defrauded us - and we are going to report them to the Federal Trade Commision- as well as have our Attorney file a complaint of Fraud.

On Oct.23.2009 at 07:19 PM

home cctv cameras’s comment is:

I should agree with your point. You break it down so well. I just retweeted your article. BTW, I find your writing casual, and easy to understood, can you please recommend some books about writing and blogging? I really treasure it if you can share the one you learned from. Or possibly you can write about it as well. Thank you so much. Looking forward in your next blog post. Regards, -- Jill

On Jan.13.2010 at 06:34 AM