A new visual identity for the largest Russian security services operator
"ARES" is the largest Russian security services multi-operator, that specializes in the servicing of the various business segments.
Over the past few years the company has significantly expanded the geography of its activities, becoming recognizable "federal flagship"
The semantics of the brand-name (Ares is a God of war in Greek mythology) and its extremely brutal visual image do not correspond to the status of a modern high-tech and world-class business structure. That reduced the efficiency of brand communications and could complicate the implementation of the company`s ambitious development strategy.
To create a modern, dynamic visual image for "ARES", emphasizing its specialization and high level expertise in cutting-edge technology of security and solving problems from the protection of a network of shops to airports or infrastructural facilities of federal significance.
The specifics of «Ares» require some strict rules for style and functionality of the visual image. On the one hand, it should be "restrained" and "neutral", so as not to attract undue attention. On the other hand, the "strong" and "tech", expressing the brand personality and causing the association with progressive special service.
As a result, everything of the visual brand attributes has been radically altered by creative developments of DDVB. The company has received an updated logo, which is based on the name of the mark with a unique font with "stencil-like cuts". Another stylistic element - "arrows" - reflects the specialization of "Ares" in ensuring the protection of "perimeter". The same sign became the basis for a corporate style element in the form of a sort of "brackets", used in the design.
A "base" brand color has become a "cold" dark gray, which, however, in combination with a bright red accentual allows a new visual image to look very impressive and perfectly readable from a distance.
The new corporate identity of the brand will be gradually extended to a large number of carriers - from the staff`s clothes and business records to the vehicles and the exterior and interior offices of the "Ares" across the country. For that some