Title	RESTYLING OF THE GROUP OF SECURITY COMPANIES «LEGIS»
Brand	GROUP OF SECURITY COMPANIES «LEGIS»
Product/Service	SECURITY SERVICES
Category	A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit
Entrant	CREATIVEPEOPLE Moscow, RUSSIA
Idea Creation	CREATIVEPEOPLE Moscow, RUSSIA

Name	Company	Position
Denis Bashev	CreativePeople	Art-director
Vladimir Kulikov	CreativePeople	Designer
Vladimir Kowalskiy	CreativePeople	Designer
Maxim Stekolshikov	CreativePeople	Photographer
Alina Maslennikova	CreativePeople	Manager
Katerina Kovaleva	CreativePeople	Manager
Alexandr Medvinskiy	CreativePeople	Manager

The Campaign

Security must be reliable, stable, but stabbing when needed. How to combine this? We have chosen a triangle. The angle of 60 degrees is sharp enough and dangerous. But, meanwhile, a triangle with three corners of 60 degrees each is the most stable figure. Triangle is often used for items directly related to security, and even more often than it might seem at the first glance. Dog’s fang, chuck, fortress. Even a child living in a modern typical high-rise building often draws a safe house with a triangular roof. You can see a triangular base everywhere. We combine two triangles and show that Legis is the most intelligent security. The triangle overturned — Legis is the fastest. Triangles as jaws — we warn that guys from Legis are not to be trifled with. And this is probably the worst use of the triangle.

Creative Execution

The fact that this is a force structure does not make it sullen and pompous. Humor, actually, underlines the solidity of the company. Customers needed a universal form for creating various logos for different subdivisions. It is extremely important for the company providing comprehensive security. The triangle is a symbol of Legis in its pure form. But it is not only used by itself. A memorable and diverse pattern of corporate identity arises from it. Strange as it may see, but the security company has many identifying attributes. These include not only paperwork, advertising and signs, but also employees’ overalls, cars and even surveillance cameras. And, of course, the USB flash in the form of a cartridge. Everything is strict and restrained, but there is also irony. Suitable for customer emotions.

Indication of how successful the outcome was in the market

What are the advantages of the triangle-based identity? We have created a simple and effective design system on this base. You can create memorable logos for units which do not go beyond the general style. The black triangle gives almost unlimited scope for branding. For example, souvenirs and festive goods are very important for the customer. Now they have considerable latitude for creating its design. With it, Legis gets rid of the traditional Russian stereotypes associated with PSFs. Indeed, in Russia the image of a guard has long become a topic for jokes. And Legis is a smart and modern security system.

How to sell a black triangle to a customer as a sign? At the presentation, after all the arguments in favor of this solution have been stated, the customer asked only one question: — Does the triangle looks bold enough? — Yes. It's quite bold. So bold that it cannot be registered. The customer had no more questions. However, it is not defiant for an agency to offer a black triangle as a sign. What is defiant is a security company completely abandoning traditional concepts of identity. This is exactly what the customer needed.