Guardian Protection Services Introduces New-Look Brand and Namesake
The company dropped Services from its namesake and now goes to market as Guardian Protection, along with a new logo and brand identity.
PITTSBURGH — Guardian Protection Services unveiled a new branding initiative Monday along with announcing a multimillion dollar integrated marketing campaign.
The company dropped Services from its namesake and now goes to market as Guardian Protection, along with a new logo and brand identity. The new branding initiative includes several new partnerships in Pittsburgh and across the United States.
“For nearly seven decades, we have been a leader in the security services industry and today, our future looks even brighter as we continue to lead, innovate and bring value to our loyal customers,” Guardian Protection President Bryan Cipoletti states.“I’m excited to unveil our new branding and our ‘Protect Your World’ marketing campaign that launches today in 17 markets nationwide.”
In the announcement, the company explains its brand evolution comes after months of intensive strategic analysis conducted by senior executives, with input from employees and Guardian customers.
What resulted is a fresh take on its well-known purple identity and symbolizes the company’s commitment to keeping people safe at home and work through professionally installed smart security solutions.
As part of the brand refresh, the company developed new mission and vision statements.
“We’ve evolved our identity into a modern shield, demonstrating protection and security, which truly represents who we are, while preserving the purple color scheme long-associated with Guardian,” Vice President of Marketing Kevin Bish explains. “The new brand identity is more vibrant, strong and energetic, which represents our people and our company well.”
Rolled out to employees last week, the branding refresh includes an updated website, redesigned vehicle fleets, new interior and exterior building signage and an overhaul of all sales and marketing collateral.
According to Bish, the new logo also offers the company greater advertising flexibility, with the introduction of horizontal and vertical versions.
Also launching today is Guardian’s new Protect Your World marketing campaign that includes a multimillion dollar spend across several platforms including: television, print, radio, outdoor, digital advertising and movie theater ads.
The first wave of creative highlights the critical difference professional monitoring makes during a fire, when early detection can help save lives and property.
In addition, Guardian has invested in three significant high visibility partnerships with sports organizations, the Pittsburgh Steelers, the Pittsburgh Pirates and Minor League Baseball, which will provide reach in Pittsburgh and more than a dozen markets where Guardian has branch offices.
The company says the genesis of the marketing campaign is about protecting what’s important to customers — their world — home, family or a small business.
“Protect Your World speaks to our most important value — safety — and highlights why Guardian is the best company to monitor and protect what matters most to you,” Bish says. With this new campaign and our refreshed brand and focus, we believe Guardian is positioned well to lead in the security services industry and bring to market the latest technologies and innovation our customers want.”
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