BRAND IDENTITY
National
Year
2018
Client
National South Africa
Services
Branding
Project
Dynamic
Description
In 2017, Chubb Security South Africa seized the opportunity to break away from its international holding company, paving the way to establish a stronger foothold as a leading security provider in South Africa. To assert their dominance and leadership within the industry, the company rebranded itself as National—a symbol of strength and a trusted guardian of South Africa’s safety.
I was tasked with designing the new logo and visual identity for National. The objective was to create a logo that immediately positioned the brand as a security company, exuding confidence, authority, and strength. My work aimed to reinforce the brand’s leadership and reliability in the South African security sector.
Brief
In 2017 Chubb security South Africa had the opportunity to break away from their international holding company. This meant they could achieve a greater foothold in the country as a provider of security to South Africans everywhere. To announce their dominance and leadership within the field, they renamed themselves as National. A beacon of strength that keeps South Africa secure.
Results
We took inspiration from the most direct and iconic representation of security: security tape and vinyl. This gave us a very strong, graphic and visual metaphor for National. The logo creates a stylised ‘N’ out of this graphic and is extended into an expansive visual language that simply and effectively associates the National brand with safety and security.
